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This project has received funding from the European Commission
Structural Support Service and the German Federal Ministry of
Economy and Energy
Deliverable 4.1
A proposal for an Energy
Efficiency Awareness Campaign in Cyprus
Deutsche Gesellschaft für Internationale
Zusammenarbeit (GIZ) GmbH
Published by
1 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Authors
Benjamin Struss, GIZ
Costas Costas Georgallides, inc ideas
Frixos Georgallides, inc ideas
Georgallides
With contributions by:
Nikolaos Gkonis, GIZ
Yannis Vougliouklakis, GIZ
Manuscript completed in June 2017
Acknowledgments & Disclaimer
This project has received funding from the European Commission Structural Reform
Support Service under grant agreement SRSS/S2016/002 and from the German
Federal Ministry of Economy and Energy.
Neither the European Commission or German Federal Ministry of Economy and Energy
nor any person acting on their behalf is responsible for the use which might be made
of the following information. The views expressed in this publication are the sole
responsibility of the author and do not necessarily reflect the views of the European
Commission or the German Government.
2 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Table of Contents
I Executive 5
II Introduction 7
III Situation analysis 9
III.I Legal obligations 9
III.II Fairs and events 13
III.III Trainings 13
III.IV Publications 15
III.V Mass media 19
III.VI Websites 19
III.VII Social media 20
III.VIII Other 21
III.IX Conclusion 22
IV Awareness levels of target groups 26
IV.I Households 27
IV.I.I Barriers 27
IV.I.II Information levels 27
IV.I.III Assessment of past awareness raising activities 28
IV.I.IV Parameters of a future campaign 28
IV.II Services 29
IV.II.I Barriers 29
IV.II.II Information levels 30
IV.II.III Assessment of past awareness raising activities 31
IV.II.IV Parameters of a future campaign 31
3 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
IV.III Industry 31
IV.III.I Barriers 32
IV.III.II Information levels 32
IV.III.III Assessment of past awareness raising activities 32
IV.III.IV Parameters of a future campaign 32
IV.IV Education 32
IV.V Local authorities 33
V Awareness raising campaign proposal 35
V.I “Shaking-up” - mass media activities 37
V.I.I Building-up measures – targeted information and follow-up activities 59
V.II Monitoring 77
V.II.I Energy savings triggered by the campaign 77
V.II.II Overall indicators for measuring the effect of awareness raising
campaigns 80
V.II.III Outreach of individual measures 81
V.III Recommendations on sequencing and interaction with other
measures 83
VI Annex: Mass Media Campaign 85
VII References 86
List of Tables
Table 1: Publications on Energy Efficiency published by MECIT (Ministry of
Energy, Commerce, Industry and Tourism, 2014:36-37) 15
Table 2: Online sources on energy efficiency in Cyprus 20
Table 3: Advantages and disadvantages of measures (adopted from Csobod,
Grätz, & Szuppinger, 2009) 24
Table 4: Communication channels by target group 43
Table 5: Media Plan Terminology 50
Table 6: Overview of proposed “Build-up” measures 60
4 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
List of Figures
Figure 1: Elements of the overall campaign proposal 35
Figure 2: Measuring tool 38
Figure 3: “Diagnostic” in households 39
Figure 4: “Diagnostic” in the service sector 40
Figure 5: “Diagnostic” in industry sector 41
Figure 6: Logo and strapline 42
Figure 7: Sample ad 44
Figure 8: Unified ending for TV spots 45
Figure 9: New website layout (landing page) 46
Figure 10: New Facebook layout 47
Figure 11: Youtube mask 48
Figure 12: Unitary layout for publications 49
Figure 13: Dimensions of effectiveness 77
List of abbreviations
BMWi Federal Ministry of Economics and Energy
EE Energy Efficiency
EED Energy Efficiency Directive (2012/27/EU)
EPBD Energy Performance of Buildings Directive (2009/31/EU)
EPC Energy Performance Certificates
ETEK Cyprus Professional Engineers’ Chamber
EU European Union
GRP Gross Rating Point
MECIT Ministry of Energy, Commerce, Industry and Trade
NZEB Nearly-zero Energy Building
OEB Industrialists’ and Employers’ Federation
OTS Opportunity-to-See
RES Renewable Energy Sources
5 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
I Executive
A variety of different information products have been developed by the
Cyprus government or other state and non-state actors in recent years.
They have been disseminated, however, with varying intensity and not in a
systemic manner and not under a common brand. Some of them were
regarded by different stakeholder groups and MECIT as highly effective
(e.g. energy labels, fairs, trainings, competitions, local energy days) and
should be continued – possibly with some modifications.
Others, notably MECIT website, publications, electronic and social media,
and some obligatory information measures from EU Directives could not
demonstrate their full potential yet and would need to be reviewed or
complemented in terms of content and use (within the boundaries set by
the Directives). Most of the implemented measures can be categorised as
educative-informative and should be complemented in the future with
more feedback, consequence and social influence measures to trigger
direct action.
The assessment of current awareness level among the predefined target
groups (households, industry, business, local authorities) through focus group
interviews revealed a general understanding of the concept of energy
efficiency among the different target groups. It has however also become
evident that most consumer and lack actionable knowledge which in
combination with other barriers have prevented a large-scale update of energy
efficiency measures to date.
Against this background a two-tier approach is being proposed for future
awareness raising activities by the Cyprus government. The first tier which
constitutes the core of the campaign focusses on “Shaking-up” the target
groups by providing information on economic benefits of energy efficiency
relying on mass-communication and electronic media. These informative
measures are targeting the population at large as well as the service and
industry sector.
The second tier “Building-up” complements the first tier and shall build-up on
the initial interest raised among consumers, business and local authorities with
more in-depth information products including those with feedback mechanisms
and social influence to ensure that the initial interest raised does not get lost
but is translated into action.
The four different media plans prepared (Minimum – Maximum Outreach) will
require a financial allocation of between around 85k EUR (including production
6 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
costs) and 285k EUR (including production costs) whereas a standard package
with a financial volume of around 220k is recommended. Complementary
“build-up” measures vary considerably in costs and can be adjusted depending
on available funds though priority should be given to overhaul/replace the
current Energy Service Website and develop an appealing, comprehensive and
easily accessible online portal with further information differentiated by target
group.
As a general consideration for the information campaign to reap its full effect it
needs to be embedded into a set of policies tackling other barriers of legal
nature, providing financial incentives, mobilisation of private capital, building
capacities of professionals in the energy efficiency value chain etc. Given the
exhausted resources in the main government support schemes “Special Fund
for RES and EE” and “I SAVE I UPGRADE” and the currently deferred
investments by the market participants in anticipation of a new support
scheme it is recommended to defer the start of the campaign until a new
support/subsidy scheme for stimulating investment in energy efficiency has
been decided on and opened. Additional campaign elements should then be
included to specifically market the new or revised instrument. Running the
campaign without operating support schemes and a basic set of “build-up”
measures risks to miss its mark and not fully achieve the expected impacts.
7 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
II Introduction
Background
Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH has
been commissioned by the German Federal Ministry of Economics and
Technology (BMWi) with financing provided mainly from the European
Commission Structural Reform Support Services under Contract No.
SRSS/S2016/S002 to implement the project “Technical assistance for energy
efficiency and sustainable transport in Cyprus”. As part of this project support
is provided to the Ministry of Energy, Commerce, Industry and Tourisms
(MECIT) in order to design an Energy Efficiency Awareness Campaign in the
Republic of Cyprus.
The Cyprus Government recognises that information, awareness and
training/education play a vital role if energy savings will be achieved.
Numerous fora such as the Amsterdam sustainable energy forum have
concluded that there is lack of adequate information to consumers and
businesses for energy efficient technologies, practices and economic aspects
and opportunities for investing in energy efficiency and RES and the Energy
Efficiency Directive (2012/27/EU) and the Energy Performance of Buildings
Directive (2010/31/EU) thus requires Member States to take appropriate
measures in that regard (European Union, 2010 European Union, 2012).
Particularly for the relatively new member states such as Cyprus significant
effort and comprehensive policies are required in this respect. According to
“Strategy for encouraging investments in the renovation of buildings” prepared
by MECIT the knowledge of the general public on building energy efficiency
appears to have improved over the last 10 years Though many citizens remain
unaware of the energy performance of their building and in case they are, they
have difficulties assessing and identifying energy wastage and possible
solutions (Ministry of Energy, Commerce, Industry and Tourism, 2014).
Objective and scope
According to the Terms of Reference which were further specified with MECIT
the awareness raising campaign to be proposed through this Technical
Assistance is intended to stimulate investments into energy efficiency among
different market actors, namely households, industry, services and local
authorities (the latter in their roles as acting as intermediaries to citizens).
Educational and informational measures primarily aiming at inducing
behavioural change or promoting sufficiency and working with schoolchildren
were thus out of the scope of this technical assistance.
8 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
The campaign shall disseminate information on the existing legal provisions,
financial support schemes (though none were active at the time of drafting the
report) and general benefits of energy efficiency such as monetary savings,
environmental and health benefits, etc.
As information channels traditional mass as well as electronic media were pre-
set in the Terms of Reference to constitute the core of the campaign though
also other effective awareness raising instruments were to be explored.
Since a specific duration of a campaign and available financial resources have
not been specified it has been agreed with MECIT to propose three different
options for mass media campaigns of different intensity and costs.
Structure of the report
The present report is divided in three sections. In chapter III the information
mechanisms which are currently being used or have been used are presented
and assessed. Current information levels, barriers and needs among different
market actors are analysed in chapter IV. In chapter V the overall campaign
design is developed and the concept and communication products for the mass
communication activities presented. These are complemented with outlines of
optional measures to build on the mass media activities.
Chapters I – V of the report are prepared in English while the mass
communication products are presented in Greek language in Annex A as
stipulated in the Terms of Reference.
9 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
III Situation analysis
Directive 2012/27/EU on energy efficiency obligates member states in Articles
12 and 17 to ensure that “information on available energy efficiency
mechanisms and financial and legal frameworks is transparent and widely
disseminated to all relevant market actors”. “Members States shall, with the
participation of stakeholders, including local and regional authorities, promote
suitable information, awareness raising and training initiatives to inform
citizens on the benefits and practicalities of taking energy efficiency
improvement measures” (European Union, 2012). Furthermore, EU Directive
2010/31/EU on the energy performance of buildings requires in its Article
20 that “Member states shall take the necessary measures to inform the
owners or tenants of buildings or building units of the different methods
and practices that serve to enhance energy performance. “Member States
shall in particular provide information to the owners or tenants of buildings
on energy performance certificates and inspection reports, their purpose
and objectives, on cost-effective ways to improve the energy performance
of the building and, where appropriate, on financial instruments available
to improve the energy performance of the building” (European Union,
2010). Article 17 of the EED and Article 20 of the EPBD thus constitute the
general reference point on scope and content of the campaign.
The chapter is based on a review of existing literature, web resources and
other material provided by MECIT and complemented with the results from
interviews with representatives of the different target groups (cf. also
chapter IV) and own assessments.
Apart from traditional communication products such as publication, radio
and TV ads also legal obligations for information provision, and trainings
and other measures with the aim stimulating investments into energy
efficiency have been considered in this analysis.
III.I Legal obligations
Legal acts regulating the provision of energy related information to consumers
mainly stem from the transposition of relevant provisions from the Energy
Efficiency Directive (2012/27/EU), the Energy Labelling Directive
(2010/30/EU), and the Energy Performance of Buildings Directive
(2010/31/EU) into national law.
10 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Energy Labelling
EU Directive 2010/30/EU on the “indication by labelling and standard
product information of the consumption of energy and other resources by
energy-related products” also known as EU Labelling Directive requires that
different - mainly household - appliances must carry an energy label, which
is standardised and also must be given to the consumer. The same applies
for mail order catalogues (European Union, 2010).
The EU Energy Labelling Directive has been transposed in Cyprus national law
through a series of separate ministerial decrees covering all required
appliances. Trainings by MECIT were offered to suppliers and importers.
Market surveillance is performed by authorized inspectors at several
distribution sites. Inspections are also performed at several online selling
points. Surveillance primarily takes the form of visual inspections. In case
of doubt laboratory measurements might be carried out (ODYSSEE-MURE,
2014).
According to information by MECIT and other stakeholders consumers seem to
be well aware of the labels. Compliance is improving though due to staff
shortages market surveillance can only be performed on a limited scale.
The label proves to be a highly effective instrument to influence investment
decisions towards energy efficient appliances when it comes to replacing
broken equipment. Consumers in Cyprus at present however rarely replace old
inefficient equipment when it is still functional although savings might be
considerable and payback times attractive.
Energy Performance Certificates
Directive 2010/31/EU on the energy performance of buildings requires
Member States to introduce Energy Performance of Building Certificates
(EPCs) to be issued for buildings at the time of construction, sale or renting
or when undergoing major renovation. “The prospective buyer and tenant
of a building or building unit should, in the energy performance certificate,
be given correct information about the energy performance of the building
and practical advice on improving such performance” (ODYSSEE-MURE,
2014).
Directive 2010/31/EU has been transposed through a series of laws and
regulations with the Law on Energy Efficiency of Buildings (No. 210(I)/2012)
as the main legal act.
The EPC scheme has undergone a revision in 2013. On the one hand a new
energy class B+ has been introduced to provide an extra incentive for property
developers and building owners since most new buildings since 2009 have
been constructed in energy class B and rarely in class A. Furthermore the
recommendations in the report became more detailed since it now has to
11 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
cover both individual measures and combination of measures. Furthermore,
the report must give for every building element an indication of the relative
efficiency vis-à-vis the minimum requirements. Part of the revision has also
been the possibility for issuing administrative fines of up to 30.000 EUR for
non-compliance with EPC issuance (Hadjinicolaou, 2015:222). In 2014 MECIT
has commenced a campaign to check on how EPC have been displayed when
renting and selling. These included visits to offices of real estate agents and
property developers, conducting seminars with associations of real estate
professionals and property owners (Hadjinicolaou, 2015:223).
Though compliance levels have improved for EPCs in residential buildings from
2010 to 2013 EPC issuance remains at low levels. EPCs for existing buildings
amount to only 7% of all EPC issued by 31/12/2013 (Ministry of Energy,
Commerce, Industry and Tourism, 2014:215) and have only slightly increased
since then though no official data on the ration of EPC issued for existing
buildings is currently available.
Apart from legislative gaps connecting the EPCs with the sales documents and
rental agreement this is attributed to insufficient information on the EPC to
interested buyers or tenants and the difficulty of interested buyers or tenants
as well as professionals in the real estate market to “translate” the data
included in the EPC into building operating cost (Ministry of Energy,
Commerce, Industry and Tourism, 2014:215). Furthermore, and EPC is
required only at the time of construction, sale or renting of a building and thus
excludes the largest part of the building stock which is owned by residents.
In its Strategy for encouraging investments in the renovation of buildings
MECIT stated in 2013 that many potential buyers and sellers keep ignoring its
existing, though mandatory, during the transaction and don’t take into account
the energy performance during the transaction (Ministry of Energy,
Commerce, Industry and Tourism, 2014:230).
Interviews performed with stakeholder groups (cf. chapter 4) reveal that
these problems are persisting and consumers are not sufficiently aware of
the certificates and the long-term energy costs in relation to house prices.
Inspection of HVAC systems
Articles 14 and 15 of the EPBD introduce on-site inspections of heating and air
conditioning systems (HVAC) in order to “maintain their correct adjustment in
accordance with the product” (European Union, 2010). The inspection reports
shall include a section on cost-effective improvements which gives it elements
of an informative measure.
HVAC installations have been regulated by a series of decrees complementing
the Law on Energy Efficiency of Buildings (No. 210(I)/2012).
They prescribe mandatory periodic inspection of heating systems with a boiler
output of over 20 kW and for air condition systems with a rated output power
12 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
of over 12 kW or in cases where cumulative rated output power in ta building
exceeds 50 kW.
Energy audits
Article 8 of the EED requires Members States to promote high-quality energy
audits in their territories and ensure that their large enterprises are subject to
regular energy audits at least every four years. In addition to identifying,
quantifying and reporting current energy consumption, an energy audit is also
designed to provide reliable technical and economic information for
formulating feasible and cost-effective recommendations for energy efficiency
improvement measures and packages of measures that would lead to
measurable energy savings if implemented. The EED differentiates between
the requirement for Member States to promote and encourage the use of
energy audits in small and medium-sized enterprises (SMEs), households and
other small end-users, and the requirement for Member States to oblige large
enterprises to carry out regular energy audits (European Union, 2012).
Cyprus has fully implemented the requirements from article 8 mandating non-
SMEs to perform regular energy audits as well as setting up an energy
auditor’s registry including registration procedure, necessary qualification
(ODYSSEE-MURE, 2015).
However, since Cyprus has only very few companies falling under the
definition of a non-SME, the effect of the regulation has so far been limited.
According to MECIT and business associations only a very limited number of
SMEs has carried out energy audits in the past or introduced an environmental
management system. Concerns were also raised by business representatives
about the limited number and level of qualification of the existing auditors.
MECIT is currently preparing a new regulation to further encourage the uptake
of energy audits for SMEs.
Smart metering
Smart meters have been installed in selected public buildings. The aim is to
gather more and precise data for buildings which are in the list of being
renovated either through public funds or through energy performance
contracting. Until 2020 all public buildings shall be equipped with smart meters
though it is unclear whether this target can be reached.
A smart metering scheme is initiated by EAC, Cyprus Energy Regulatory
Authority and Cyprus University of Technology and other partners for smart
metering in households with PV system under the net-metering support
schemes has been facing challenges.
13 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
III.II Fairs and events
Trade fairs are used for outreach activities to promote energy efficiency and
renewable energy activities both by government institutions as well as
industrialist associations.
At the International trade fair of Nicosia MECIT is every year hosting a special
stand of the governmental energy department providing info, catalogues etc.
on energy efficiency, RES and particularly promoting the governmental
financial support schemes. The fair is visited by a minimum of 200,000 people
which is about a quarter of Cyprus’ total population (ODYSSEE-MURE, 2011).
The Cyprus Employers Industrialists Federation (OEB) with 4500 members is
organizing every year a three-day energy fair SAVENERGY hosting around 100
local and foreign retailers, manufacturers, and importers of energy
efficiency/RES technologies. Typical technologies demonstrated are solar
thermal applications, PV, small wind, hybrid / electric cars, heat recovery
systems, electric demand management systems etc. (ODYSSEE-MURE, 2011).
III.III Trainings
Though not being an information measure in a narrow sense specialised
trainings and workshops for intermediaries such as architects, engineers and
energy managers indirectly increase the awareness on energy efficiency and
available technologies and regulatory provisions to the end-consumers and are
in line with the provision of information from the Energy Efficiency Directive.
Trainings related to energy efficiency are provided by different state and non-
state institutions.
MECIT
MECIT has been organizing information sessions on (new) regulations or
MECIT staff has provided input on different topics such as nearly-zero Energy
Buildings or Energy Performance Certificates. Target groups were among other
engineers and architects, Association of Property Owners, Association of
Property Valuators and Property Consultants, Hotel Association, Real Estate
Agents’ Association and Federation of Associations of Building Contractors or
Chamber of Commerce and Industry (Hadjinicolaou, 2015:218).
Cyprus Employers Industrialists Federation (OEB)
OEB organises approx. 6 training courses and workshops per year for industry
engineers and plant managers in energy management, energy auditing, best
practices for energy savings. Interest is especially high from industry and
across all sectors. OEB has recently set up an own department for energy and
14 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
environment and is stepping up its efforts from promoting energy efficiency
among companies.
Cyprus professional engineers chamber (ETEK)
ETEK also organizes Training seminars and workshops to educate engineers in
energy efficient building design, integration of RES in buildings, energy saving
opportunities/ energy management / energy auditing in industry. ETEK is
organizing around six such events every year depending on participation
(ODYSSEE-MURE, 2011).
Cyprus trade and industrial chamber (KEBE)
Training seminars and workshops for energy efficiency and RES are also
organized by KEBE in regular intervals.
Cyprus Organisation for Standardisation
The standardization organisation conducts information events to inform all
enterprises on the benefits arising from the implementation of energy
management systems involving the exchange of good practices (Ministry of
Energy, Commerce, Industry and Tourism, 2014:35).
Judging from the feedback of business association enterprises regard such
specialist seminars and face-to-face exchange with MECIT to be a highly
effective instrument to raise awareness, exchange experience a receive first-
hand information on support schemes provided by the government.
15 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
III.IV Publications
MECIT has produced a number of publications on Energy Efficiency to different target groups. These are listed in the
table below:
Table 1: Publications on Energy Efficiency published by MECIT (Ministry of Energy, Commerce, Industry and Tourism,
2014:36-37)
No. Title Sector Year Available online
1 Guide on fuel economy and
the reduction of carbon
dioxide emissions in
passenger vehicles
Transport 2011 http://www.mcit.gov.cy/mcit/mcit.nsf/All/C6129955143E
F730C22578710023920B/$file/%CE%9F%CE%B4%CE%B
7%CE%B3%CF%8C%CF%82%20%CE%9F%CE%B9%CE
%BA%CE%BF%CE%BD%CE%BF%CE%BC%CE%AF%CE%
B1%CF%82%20%CE%9A%CE%B1%CF%85%CF%83%CE
%AF%CE%BC%CE%BF%CF%85%202011.pdf
2 Zero-cost measures for
energy savings at the
workplace and at home
Households,
Services,
Industry
2011 http://www.mcit.gov.cy/mcit/mcit.nsf/All/C6129955143E
F730C22578710023920B/$file/%CE%AD%CE%BD%CF%8
4%CF%85%CF%80%CE%BF_%CE%B1%CF%80%CE%BB
%CE%AC%20%CE%BC%CE%AD%CF%84%CF%81%CE%
B1%20%CE%B5%CE%BE%CE%BF%CE%B9%CE%BA%CE
%BF%CE%BD%CF%8C%CE%BC%CE%B7.pdf
3 Ecodesign Industry 2015 http://www.mcit.gov.cy/mcit/mcit.nsf/All/6E7C505A03D7
68CBC2257E5200208E4D/$file/_________%20Eco%20De
sign.pdf
16 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
4 Technical guide on nearly
zero-energy buildings Industry,
housing,
services
2015 http://www.mcit.gov.cy/mcit/mcit.nsf/All/6E8492717427
4B7AC22575AD002C8BB7/$file/%CE%9A%CF%84%CE%A
F%CF%81%CE%B9%CE%B1%20%CE%BC%CE%B5%20
%CF%83%CF%87%CE%B5%CE%B4%CF%8C%CE%BD%
20%CE%BC%CE%B7%CE%B4%CE%B5%CE%BD%CE%B
9%CE%BA%CE%B7%CC%81%20%CE%BA%CE%B1%CF
%84%CE%B1%CE%BD%CE%B1%CC%81%CE%BB%CF%
89%CF%83%CE%B7%20%CE%B5%CE%BD%CE%B5%CC
%81%CF%81%CE%B3%CE%B5%CE%B9%CE%B1%CF%
82.pdf
5 Cogeneration of heat and
power Industry 2011 http://www.mcit.gov.cy/mcit/mcit.nsf/All/EF620C37922E
DAECC22575CB00457F21/$file/symparagwgi.pdf
6 Labelling of tyres with
respect to fuel efficiency and
other essential parameters
Transport 2012 http://www.mcit.gov.cy/mcit/mcit.nsf/All/6793FF79A6B2
1C21C2257909003BB7B0/$file/%CE%A4%CE%A1%CE%9
9%CE%A0%CE%A4%CE%A5%CE%A7%CE%9F%20-
%20%CE%A3%CE%97%CE%9C%CE%91%CE%9D%CE%
A3%CE%97%20%CE%95%CE%9B%CE%91%CE%A3%CE
%A4%CE%99%CE%9A%CE%A9%CE%9D.pdf
7 Energy savings guide All 2011 http://www.mcit.gov.cy/mcit/mcit.nsf/All/C6129955143E
F730C22578710023920B/$file/%CE%AD%CE%BD%CF%8
4%CF%85%CF%80%CE%BF_%CE%BF%CE%B4%CE%B7
%CE%B3%CF%8C%CF%82%20%CE%B5%CE%BE%CE%
BF%CE%B9%CE%BA%CE%BF%CE%BD%CF%8C%CE%BC
%CE%B7%CF%83%CE%B7%CF%82%20.pdf
8 Energy labelling guide Services,
Industry,
Households
2015 http://www.mcit.gov.cy/mcit/mcit.nsf/All/6E7C505A03D7
68CBC2257E5200208E4D/$file/Energy%20Label%20%CF
%84%CF%81%CE%AF%CF%80%CF%84%CF%85%CF%
87%CE%BF.pdf
17 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
9 Energy auditors - energy
audits
Industry,
Services
2013 http://www.mcit.gov.cy/mcit/mcit.nsf/All/5D6DEF111AE3
CF55C22575C5002BFED5/$file/%CE%A4%CE%A1%CE%9
9%CE%A0%CE%A4%CE%A5%CE%A7%CE%9F%20-
%20%CE%95%CE%9D%CE%95%CE%A1%CE%93%CE%
95%CE%99%CE%91%CE%9A%CE%9F%CE%99%20%CE
%95%CE%9B%CE%95%CE%93%CE%9A%CE%A4%CE%
95%CE%A3.pdf
10 Twelve rules for pupils Education 2010 http://www.mcit.gov.cy/mcit/mcit.nsf/All/C42BD5A5867E
0016C22576BD00369769/$file/%CE%88%CE%BD%CF%8
4%CF%85%CF%80%CE%BF_%CE%9F%20%CE%B4%CF
%89%CE%B4%CE%B5%CE%BA%CE%AC%CE%BB%CE%
BF%CE%B3%CE%BF%CF%82%20%CF%84%CE%BF%CF
%85%20%CE%BC%CE%B1%CE%B8%CE%B7%CF%84%
CE%AE%20%CE%B3%CE%B9%CE%B1%20%CE%B5%CE
%BE%CE%BF%CE%B9%CE%BA%CE%BF%CE%BD%CF%
8C%CE%BC%CE%B7%CF%83%CE%B7%20%CE%B5%CE
%BD%CE%AD%CF%81%CE%B3%CE%B5%CE%B9%CE%
B1%CF%82.pdf
13 School textbooks for pre-
and primary school and for
secondary and technical
schools
Education 2010 http://www.mcit.gov.cy/mcit/mcit.nsf/All/C42BD5A5867E
0016C22576BD00369769/$file/%CE%95%CE%BD%CE%A
D%CF%81%CE%B3%CE%B5%CE%B9%CE%B1_%CE%95
%CE%BA%CF%80%CE%B1%CE%B9%CE%B4%CE%B5%
CF%85%CF%84%CE%B9%CE%BA%CF%8C%20%CE%B2
%CE%B9%CE%B2%CE%BB%CE%AF%CE%BF%20%CE%
B3%CE%B9%CE%B1%20%CE%BC%CE%B1%CE%B8%CE
%B7%CF%84%CE%AD%CF%82%2013_18%20%CE%B5
%CF%84%CF%8E%CE%BD.pdf
18 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Most of the publications have been designed for energy specialist such as engineers or architects as intermediaries.
From the interviews conducted with various stakeholder groups it can be concluded that these specialised publications
are well acknowledged. From a PR perspective and for the further dissemination throughout the campaign the print
materials would however benefit from a consistent and more appealing layout enriched with photos and graphs, high
resolution pictures, consistency in typography (fonds and sizes) and recognisable colour schemes.
Overall the effect of publications to raise the awareness on energy efficiency among end-consumers in different sectors
of the economy, however, seems to have been limited. None of the respondents in the interviews conducted ranked
print materials among the most effective communication channels for reaching the respective target groups.
19 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
III.V Mass media
Print Media
To promote the Grant Scheme and RES Special Fund two kinds of newspaper
ads had been produced and published in different print media1 over a period
of three month from April – June 2009 (ODYSSEE-MURE, 2011). No additional
print ads have been placed since then.
TV and Radio
In total 1 TV spot and 5 radio spots have been produced in recent years and
aired island wide on different stations2. Airtime was provided for free during
stations free time and as long as the message was relevant.
Topics covered were:
- Energy Performance Certificates (radio)
- Inspection of heating and air condition systems (radio)
- Simple energy saving measures (radio)
- Energy Audits – Energy Service Providers (radio)
- Energy Labelling (radio)
- ENERGIN (TV)
The radio spots which have been produced in-house by MECIT are well done
and could be used or adapted for future awareness-raising measures. The TV
spots should have a uniform beginning and ending so that the branding will be
visual and recognisable throughout the campaign (see Annex A).
III.VI Websites
The Energy Service is hosting a special section on rational use of energy on
the MECIT website with a wealth of information of government policies,
regulations and other information.
The website was praised by relevant stakeholder groups for its wealth of
information. Critical remarks came on the design and presentation of the
content which was perceived as very “government-like” and not targeted
1 Phileleptheros, Politis, Simerini, Alitheia, Haravgi, Machi, Antilogos, Pontiki, Sunday
2 ASTRA FM, KANALI 6, MIX FM, Cyprus Broadcasting Corporation, SportFM
20 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
towards consumers but rather towards other energy specialists. It is also very
difficult to access being a sub-page on the ministry website.
There are other online sources providing news and information about energy
efficiency in Cyprus which are listed in the table below:
Table 2: Online sources on energy efficiency in Cyprus
Online Source Operated by URL
Energy Service
Website
MECIT http://www.mcit.gov.cy/mcit/mcit.nsf/dmlene
rgyservice_gr/dmlenergyservice_gr?OpenDocu
ment
ENERGEIN
project
MECIT etal http://www.energein.gov.cy/mcit/energein.nsf
/index_gr/index_gr?OpenDocument
Electricity
Authority of
Cyprus
Electricity Authority https://www.eac.com.cy/EL/EAC/NewsAndAnn
ouncements/Pages/InformationalDocuments.a
spx
Cyprus Energy
Agency
Energy Agency http://www.cea.org.cy/
Energy News Industrialist and
Employers Federation,
Business News
http://energy.reporter.com.cy/saving
SaveEnergy
Fair Website
Industrialist and
Employers Federation
http://www.savenergy.org.cy/
The online web-presence of the Ministry shall be substantially reviewed
improving accessibility, a more appealing layout and structure, consumer-
oriented language as well as additional information. Due to the difficult
navigation on the existing website (not easy to access all the necessary
information) we a landing page that will work as an intermediate channel for
the target audience is being proposed.
III.VII Social media
MECIT is maintaining its own Twitter account since May 2016.
(@EnergyGovCY) https://twitter.com/EnergyGovCY. Postings are in Greek and English language.
In early January 2017 there were 15 Followers and only 23 tweets in total
which suggest that the outreach of this communication channel so far remains
limited. Twitter requires daily monitoring and support by at least 2
administrators. The campaign should increase the followers. Posts (photos and
messages) can be copied and twitted from the social media campaign.
21 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
https://www.facebook.com/%CE%A5%CF%80%CE%B7%CF%81%CE%B5%CF%83%CE%AF%CE%B1-
%CE%95%CE%BD%CE%AD%CF%81%CE%B3%CE%B5%CE%B9%CE%B1%CF%82-484361025094146/timeline
Facebook currently had only 211 page likes in April 2017 but this number
should easily ben increased by the campaign. Photos should be cut and posted
correctly. Resolution of the images should be based on the Facebook’s specs.
Text should be more targeted and interesting. A new layout is proposed that
will increase the campaign awareness (Annex A). Cover Photo and Image
should be replaced with the new campaign’s images and logo.
Youtube
MECIT also maintains its own Youtube channel that currently features 3 short clips on HVAC, Energy Performance Certificates and Energy Labels and 2 somewhat longer clips on good practice for building renovation and benefits of
energy efficiency and renewable energies in general all uploaded since mid-2016.https://www.youtube.com/channel/UCYciFGi-UEZJS03Eh8mdWsw.
Judging from the traffic on the side with 17-32 clicks for the clips this
communication channels so far does not attract the targeted audience to a
satisfactory degree.
Youtube clips have no constant front image that creates confusion at the end
user. A new front “mask” with number is proposed to make the navigation
easier (cf. Annex A). The description of the clip should always have a clearer
explanation about the clip and catchy phrases. The Energy Department
department should advice the administrator about the keywords to be used.
III.VIII Other
DVD
A 15 min DVD had been prepared about the history, structure and operation of
the RES Special Fund. Since the Fund had been renamed in the meantime the
DVD is no longer accessible.
Competitions
MECIT together with other stakeholders is organizing annual competitions for
energy saving project in the service sector, industry and households. A special
committee decides annually for the best and most innovative investments in
energy efficiency improvement in companies, households to be awarded based
on standard criteria (ODYSSEE-MURE, 2011). The initiative is regarded by
22 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
business associations as an effective tool which raises notable interest among
companies and should be continued.
MECIT with funding from the Special Fund for RES and Energy Conservation is
also organising an annual pupil competitions in which all public and approved
private secondary and technical education schools may participate. The
competition includes research projects by pupils and/or
experimental/laboratory applications or school drawing of elementary
students, which are directly related to RES or energy saving. Projects must
focus on smart and functional ways to save energy, as well as on ways or
technologies, which may be used to improve energy efficiency. The best three
projects from Secondary Schools and the best three projects from High
Schools/Technical Schools are awarded pecuniary prizes in an official
ceremony held at the end of each school year.
Local Energy Days
Municipalities signing the Covenant of Mayors (www.eumayors.eu) - of which
there were 25 in September 2016 - have committed themselves to conduct
awareness raising activities in the form of energy days or energy weeks on
their territory usually around the month of June. Activities include for instance
fairs/info points on marketplace, education activities in school, and promoting
use of alternative transport such as busses or bicycles. Such measures as well
as the preparation of Sustainable Energy Action Plans have received technical
support from the Cyprus Energy Agency in past years usually within the
framework of EU funded projects. Municipalities signing the Covenant of
Mayors are also requested to introduce energy saving offices within their
municipalities and appoint energy managers within their administration.
III.IX Conclusion
The analysis has shown that a variety of different information products
have been developed by the Cyprus government or other state and non-
state actors in recent years. They have been disseminated with varying
intensity and not in a systemic manner and not under a common brand.
Some of them were regarded by different stakeholder groups and MECIT as
highly effective (e.g. energy labels, fairs, trainings, competitions, local
energy days) and should be continued – possibly with some modifications.
Others, notably website, publications, electronic and social media, and
some measures from EU Directives could not demonstrate their full
potential yet and would need to be reviewed or complemented in terms of
content and use (within the boundaries set by EU rules).
23 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
After having presented the existing policies and activities by MECIT these
measures shall be analysed and clustered on a more aggregated level with
regard to their expected effectiveness as discussed in the literature and
with a view to different target groups. The approach followed here is based
on the research by (Martiskainen, 2007) who distinguishes between
1) Antecedent measures (based on information delivery)
2) Consequence measures (interactive, based on measures) and
3) Social influence
The following table gives an overview of the advantages and disadvantages
of the different types of measures:
24 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Table 3: Advantages and disadvantages of measures (adopted from Csobod, Grätz, & Szuppinger, 2009)
Type of
measure
Target group Examples3 Advantages Disadvantages
Educative-
informative
(antecedent)
without
feedback
Households,
Service, Industry,
Local government
Publications / brochures /
Leaflets
Fairs, (information) events)
Websites
TV and Radio spots
Poster, ads
Easy to distribute to large
groups
Comparatively cheap and
quick to implement
Little to no effort for the
target group
Mainly input only
Usually no direct feedback
about the individual
behaviour and therefore often
little to no impact
The trustworthiness of the
information that is provided
cannot be guaranteed
Educative-
informative
(antecedent)
with feedback
Households,
(Services,
Industry)
Energy Performance
Certificate
Energy Efficiency
Information Centre
Online Savings-Calculator
Help desk
Energy Audits
Personalised information
Little to no effort for the
target group
Often personnel-intensive and
therefore rather costly
Needs trained experts
No direct result from a
change in behaviour visible
Consequence
measure
Households,
Services, Industry
Competitions
Individual and smart
metering (pilot projects)
Monthly energy bills
Personalised information
Direct result from a change in
behaviour visible
Can be costly, needs the
metering devices
Barrier of interpreting the
measurements and drawing
conclusions
Social
influence
Households,
Business,
Industry, Local
Government
EE savings networks
Eco teams / energy
neighbourhoods
Exemplary projects by
municipality or others
Usually good results leading
to permanent change of
consumption pattern
Method can be adjusted once
started
Needs thorough preparation
phase
limited number of involved
citizens and business
needs usually supervision or
monitoring
Higher efforts for the target
group
3 Those highlighted in red can be found in Cyprus.
25 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Looking at the information measures prevailing in Cyprus as presented in
the previous chapter it is evident that they are mainly concentrated among
educative-informative measures.
It is without question that educative-informative measures are an essential
element of any public awareness raising campaign though they are in most
cases only a necessary precondition for inducing behavioural change and
taking investment decisions and thus additional complementary measures
should be considered in the future (cf. chapter V.II.).
26 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
IV Awareness levels of target
groups
Complementing the desk study on information measures and awareness
raising activities currently being implemented the level of awareness on
energy efficiency in general and its economic and environmental impact as
well as on the existing legal framework and available support schemes has
been analysed for the following sectors as stipulated in the Terms of
Reference: households, services, industry, academic institutions and local
authorities. Given the limited available resources that didn’t allow for a broad
baseline study a number of interviews with stakeholders representing different
focus groups have been conducted.
From a list of stakeholders compiled by MECIT comprising of business
associations, NGOs, development and other agencies, and state bodies 12
have been contacted for an interview. Some institutions did not respond, were
not available for an interview or did not feel competent to speak on this topic.
In the end 8 interviews have been conducted in the week 14-18 November
2016 with the following institutions:
- Employers and Industrialist Federation
- Chamber of Commerce and Industry - Cyprus Hotel Association
- Association of Cyprus Banks - Energy Agency - Union of Cyprus Communes (represented by Energy Agency)
- Consumer Association (written answers) - Ministry of Education
Interviews lasted about 1 – 1,5 hours and were conducted using the semi-
structured interview method.
The interviews focused on the following four areas:
1. Perceived existing barriers to Energy Efficiency investments and levels
of influence of the target group 2. Information levels with regard to energy efficiency in general, existing
support schemes and relevant legislation
3. Assessment of past awareness raising activities 4. Preferred communication channels, triggers and partners for a future
campaign
The interviews revealed very different levels of knowledge on the topic of
energy efficiency depending on mission, size and relevance of the topic for the
27 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
overall institution in general. Having this in mind and also that the interview
partners didn’t represent the full picture of energy consumers in Cyprus the
answers nevertheless revealed a similar pattern of issues addressed.
Complemented with further information from MECIT staff, experience from
other countries with similar challenges and other expert advice the findings
constitute a solid basis for further specifying the target groups and developing
the campaign strategy in chapter V.
IV.I Households
Households in Cyprus had a share of energy consumption of 18% in 2013.
Most energy is consumed for cooling and heating followed by electrical
appliances. Hence, households in this analysis were considered from two
perspectives: Firstly, as homeowners with discretion over investment decisions
to upgrade the energetic performance of their dwellings and secondly as
buyers and users of electrical appliances.
IV.I.I Barriers
Lack of information is considered to be a significant barrier to energy efficiency
investments. This holds true both for replacing energy inefficient electrical
appliances but also for upgrading existing buildings.
Though limited own financial means - especially during the crisis -, difficult
access to credit, material insecurity, and underfunded governmental support
schemes with limited scope were cited as other important barriers.
IV.I.II Information levels
There is a basic knowledge among consumers on rational use of energy
though this does not translate into action on a broader scale. Especially when
it comes to medium and long-term planning of energy efficiency investments
the knowledge is deemed to be insufficient. Also societal and climate impacts
of energy saving measures don’t seem to have been sufficiently communicated
yet.
Support schemes by the government like the Special Fund for EE and RES and
the EU co-funded “I save and upgrade” grant schemes are well known and
used by the target group. They seem to meet the existing needs and the
interest by far exceeds the available funds.
Other schemes like the 5% additional floor space allowance by the Department
of Spatial Planning and the VAT reduction scheme have not been cited in any
of the interviews and hence seem to be relatively unknown.
Energy Labels for consumer goods are well familiar to the target group and
seem to be a very successful for choosing energy efficient new appliances
28 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
when broken ones need to be replaced. Consumers though only rarely
consider replacing energy inefficient ones before the end of their lifetime which
is attributed at least partially to a lack of information on payback periods.
Energy Performance Certificates seem to be less successful in guiding
investment decisions. The issuing of certificates is regarded to be working
fairly well for new buildings. Though for renting out or selling existing property
the buyers rarely request EPCs and the energy performance of the building
don’t seem to be a key consideration for the buyer. Better information on EPCs
should however be accompanied by stricter enforcement according to the
target group.
Minimum technical requirements on buildings are communicated by architects
or civil engineers designing the dwellings or coordinating refurbishment works
and their adherence is ensured through the building permits.
IV.I.III Assessment of past awareness raising activities
Main source of information on energy saving is the central government. Mass
communication activities by MECIT inter alia for promoting the Special fund
and the “I save I upgrade” scheme have been cited by most interviewees.
Though, it was recommended to run them over longer periods and in more
frequent intervals. Furthermore, the geographical outreach should be
increased and activities not only confined to the major cities.
The government website was cited as an excellent source of information but
mainly for specialists and not the population at large. It was also perceived as
very “government-like” and should be redesigned to better target the average
consumer. Leaflets to be distributed with the electricity bills were deemed as
rather ineffective.
Overall the past awareness activities by the government were appreciated but
regarded as insufficient in depth and scope.
Out of the responsibility of the central government but cited as well were local
energy days organised by municipalities and communes. They were regarded
as successful contributions to raising awareness outside the bigger cities which
were obviously not always covered by central government’s activities.
SAVEENERGY fair organised by OEB, activities by the Cyprus Energy Agency
and other activities co-funded by the European Union were also positively
mentioned.
IV.I.IV Parameters of a future campaign
The government was generally perceived as a trustworthy source of
information together with environmental NGOs, ETEK, professional
associations and the Cyprus Energy Agency which also have a high
recognition.
29 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
As most effective communication channels TV and radio, environmental
education in schools and kindergartens and energy related events were cited.
Key selling proposition for energy efficiency is saving money followed by
health and comfort considerations and climate change.
IV.II Services
The service sector represents the largest share of the Cyprus Economy with a
GDP share of 86.6% in 2015 which is dominated by Small and Medium-sized
Enterprises, mainly family firms. Important sub-sectors are financial and
bigger services, hotels and restaurants, retailing and also health services. Like
in the housing sector energy consumption is mainly confined to HVAC, lighting
and electrical appliances in office buildings, shops or restaurants.
IV.II.I Barriers
Access to financing is the biggest issues for SMEs both during but still now in
the aftermath of the crisis. This concerns the refinancing of business activities
in general but also investments in energy efficiency. Due to new capital
requirements for banks access to credit has become more difficult for business
and the restructured banks with their huge stocks of bad loans continue to
show reservations in handing out new credit. This is complemented by a
general cautiousness of conducting investments in times of insecurity.
Alternative financing schemes through ESCOs are not available yet since this
market is only in an embryonic state.
There has also been the perception that banks are not sufficiently prepared to
assess the technical risks of energy efficiency investments and are processing
these credit applications within their usual procedures. This issue could be
tackled by a Technical Assistance facility for capacity development in banks
complementing the EBRD loan currently under negotiation.
Lack of awareness and technical knowledge especially among SMEs on how to
implement energy efficiency projects within their companies is another factor.
Since energy audits are only mandatory for non-SMEs the vast majority of
enterprises are not aware of their energy saving potentials. It was
recommended to extend the obligation also to medium-sized enterprises
accompanied by special support schemes and a better qualification of energy
auditors which has been deemed insufficient at present.
Government support schemes have been cited as another issue of concern.
There was a general believe among respondents that without governmental
support schemes - be they grants or soft loans - energy efficiency investments
will not take up on a large scale in the near future. This was traced back on
the one hand to a culture of expecting government support that has developed
30 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
after accession to the EU. On the other hand they are considered to be
necessary to develop the market and overcome the financing barriers cited
above.
Since access to finance is on an equal footing if not more important than lack
of awareness on possibilities and potentials of investing in energy efficiency an
awareness campaign would need to be complemented by facilitating the
access to finance and further developing the support schemes by the
government, probably with a stronger credit-component, to reach an (full)
effect.
IV.II.II Information levels
Information levels vary very much between the different sub-sectors. The
biggest, the financial sector, seem to be pretty well aware and most banks
have undergone an ISO 50001 certification in past years and implemented
various energy saving measures such as replacing lamps, installing master
switches, A-class air conditioning units, double glazing windows and insulation
of the building envelope. Subsidiaries from international banks benefit in this
regard from experience and standards set by their headquarters.
In the hotel sector where energy costs exceeded on average 10% of overall
costs during times of high energy prices the vast majority of hotel owner are
aware of energy efficiency and renewable energies in general and the majority
have undertaken small low costs activities (mainly replacing old inefficient
lightbulbs). Only about a quarter have engaged in more substantial
investment activities (mainly HVAC and hot water). Those who have done so
have reported savings of 25% or more. Though, there is an awareness about
the general benefits of energy efficiency measures for the majority of cases,
especially smaller facilities, this does not translate into action. Technical
knowledge on how to plan and implement concrete measures is missing and
competent external service providers are not known or available.
Information on relevant legislation (e.g. Energy Performance Certificates, audit
requirements etc.) is disseminated by the associations to their members.
Specific information about compliance in the service sector is though not
available.
There is a modest awareness of the grants schemes from the Special Fund on
RE and EE and “I renovate I upgrade”. Though the allocation of funds for
business was reported as being very limited in 2016 and conditions are not
always fully adjusted to the needs of the businesses.
Small and micro enterprises (mainly retailing and restaurants) which are
struggling with the day-to-day management of their business are the ones
least aware of the economic benefits of energy efficiency investments, legal
obligations and funding possibilities. This target group has a big overlap with
the household sector and could thus be tackled simultaneously.
31 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
IV.II.III Assessment of past awareness raising activities
Respondents were in generally aware of information activities from the
government though for businesses this was not the only source of information
since the Chamber of Commerce and Industry, Industrialist and Employers’
Federation or Hotel Association is or has been organising own awareness
raising activities (fairs, workshops, trainings etc.) - sometimes with
participation of government officials.
Previous campaigns were regarded as rather general, too short and
underfunded. They relied mainly on mass media and did not target business in
particular and messages should be more adjusted to the different target
groups.
IV.II.IV Parameters of a future campaign
MECIT is regarded as a trustworthy source of information. Business
associations and suppliers of energy efficient equipment and services are also
cited as reliable sources and should be involved in implementing activities
targeting the private sector.
General awareness raising through mass media (TV and radio), billboards etc.
was deemed an indispensable part of any campaign. Though, these activities
should be accompanied by more targeted information provided to business,
e.g. through electronic newsletters or special seminars. The latter ones should
target the decision makers in the companies ideally back-to-back with other
events and past ones were regarded as highly effective.
Energy saving networks in industry as practiced in other European countries
were regarded as interesting instrument though concerns about revealing
company secrets would need to be properly addressed.
Given the organisational purpose of companies of making money it is small
wonder that the key selling proposition for engaging into energy efficiency
measures is saving money. Though considerations about Corporate Social
Responsibility are becoming more and more important especially in the
tourism sector where international tour operators request the fulfilment of
certain environmental standards and the traveller of the 21st century is
regarded as very environmentally conscious.
IV.III Industry
The industry sector in Cyprus (excluding construction) is comparably small
with a GDP share of only 7.1% in 2015. Biggest energy consumers in this
sector are cement and mining which also fall under the ETS scheme. Other
important sub-sectors are food and beverages, water supply and desalination,
plastics, pharmaceutical and building material industry.
32 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
IV.III.I Barriers
Though the structure of the industry sector is less dominated by micro and
small enterprises the general barriers like access to finance, business
environment, insufficient knowledge and co-financing expectations by the
government are similar to the service sector.
An additional barrier however is that the industry sector was perceived not to
have been in the focus of government energy policy and the main government
support scheme “I save I upgrade” is entirely focused on upgrading existing
buildings and does not include replacement of mechanical equipment or
upgrading of industrial processes. In general government support schemes are
considered not to be meeting the needs of the industry.
IV.III.II Information levels
Bigger industries are quite well informed about energy efficiency and have
started employing Energy Managers. The Cyprus Energy Agency has recently
started offering courses EUREM – European Energy Manager including
certification. This holds true to a certain degree for SMEs as well. Though, they
are shunning concrete implementation due to the costs implications.
There is knowledge about the promotional schemes by the government though
since they are focusing on buildings only they are considered not targeted to
the production sector.
IV.III.III Assessment of past awareness raising activities
cf. same section under “services”
IV.III.IV Parameters of a future campaign
cf. same section under “services”
IV.IV Education
Schools and public kindergartens (around 800 in total) are directly
administered by the Ministry of Education that also takes decisions for energy
efficiency investments. Schools are mainly small entities with 50-75 pupils on
average. Day-to-day supervision of the facilities and energy management falls
into the responsibility of the principal. The building stock from the 60s and 70s
is being refurbished under a government plan for upgrading existing buildings
according to the standards set by MECIT (around 80% completed). PV
systems are being installed on new schools, as well as solar thermal
installations and intelligent lighting systems.
33 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
There are two public universities that don’t fall under direct management of
the Ministry of Education (University of Cyprus, Cyprus University of
Technology). Both campuses have been expanded in recent years or the
existing building stock has undergone major refurbishments and the premises
are considered by the staff members of Ministry of Education as being
relatively energy efficient.
There are a number of private colleges which also reside in relatively new
buildings with satisfactory energy efficiency standards. The same holds true
for private kindergartens or crèches that only have expanded only in recent
years and usually occupy newly build premises.
Since the investment decisions for the vast majority of the buildings occupied
by academic institutions are made in the Ministry of Education and the
buildings stock of the remaining private institutions or university buildings is in
a relatively good shape the cause for specific information measures targeting
academic institutions as consumers as requested in the initial terms of
reference is not apparent. It is hence been decided with MECIT to focus the
available resources on other sectors.
Schools and kindergartens however play an important role in general
environmental education that indirectly can also influence investment
decisions by parents. This is reflected in a new school curriculum which is
putting a bigger focus on energy and environmental topics. Also the Energy
Agency with its activities in municipalities and communes has (pre-)school
children as one of their primary target groups. Educating school children is
however primarily on changing behaviour and not on triggering investment
decisions directly and thus beyond the scope of this campaign. Some
recommendations on working with schoolchildren are nevertheless been made
in chapter V.II.
IV.V Local authorities
Local authorities have relatively few competencies and their energy
consumption amounts to only 1-2% of the energy consumed within their
territory. The biggest expense is street lighting which amounts to around 10%
of the municipal budgets followed by the car fleet and usually no more than 2-
3 buildings owned by the local government. Local authorities hence have few
staff which usually has limited knowledge about energy saving. An exception
being the 23 municipalities having signed the Covenant of Mayors and the 2-3
major cities that have set up own energy units.
Given their limited own revenues and grants from the government access to
credit or third party funding through ESCOS is especially important for local
authorities to finance energy efficiency projects. Rolling out energy efficiency
measures in municipalities and communes should be accompanied by
government financial support mechanisms and/or further development of the
34 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
ESCO market. Street lighting is considered as being relative easy projects
which is very much suitable for ESCO financing.
A municipal reform is planned to transform smaller communes into bigger
units. Local elections have been held on 18 December 2016.
As laid out above given their limited competencies local governments are less
relevant as energy consumers but play a major role as intermediaries towards
the citizen within the municipalities or communes. Any governmental schemes
should be designed in the light of this intermediary role.
35 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
V Awareness raising campaign
proposal
Based on the results from the stakeholder interviews and the desk study on
past awareness raising activities a two-tier approach is being proposed.
The first tier which constitutes the core of the campaign focusses on “Shaking-
up” the target groups by providing information on economic benefits of energy
efficiency relying on mass-communication and electronic media as also
requested in the Terms of Reference. These informative measures are
targeting the population at large as well as the service and industry sector.
The second tier “Building-up” complements the first tier and shall build-up on
the initial interest raised among consumers, business and local authorities with
more in-depth information products including those with feedback mechanisms
and social influence to ensure that the initial interest raised does not get lost
but is translated into action. Finally, a monitoring scheme is proposed to
ensure a constant assessment of the effectiveness of the campaign as a whole
as well as of different communication products.
Figure 1: Elements of the overall campaign proposal
The mass-communication products have been develop in Greek language and
are annexed to this report. The key parameters of the mass communication
campaign are summarised in chapter V.I. below. Complementary measures for
“building-up” on the identified schemes are presented in chapter V.II. An
36 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
evaluation for the three dimensions of overall savings triggered, increased
awareness and outreach of the specific measures are can be found in chapter
V.III.
37 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
V.I “Shaking-up” - mass media activities
Though there is already a general understanding among consumers and
business about energy efficiency and its potential benefits this knowledge is
sometimes diffuse and not translated into concrete action. Experience in other
countries and research has shown that knowledge fades over time and the
message needs to be constantly repeated. Furthermore, no systematic energy
efficiency campaign with a unified branding has been implemented in Cyprus
in recent years. A general mass communication campaign is thus necessary to
shake up citizens and business, refresh their understanding about energy
consumption and climate changes as well as energy saving measures and their
benefits.
The present assignment hence focused on the one hand of creating an overall
campaign concept, identify suitable communication channels and preparing a
detailed cost and operational plan for three different campaigns of varying
intensity. Furthermore, a unified visual identity has been created, websites
and other platforms for different electronic and social media have been
redesigned and concrete proposals for ads for print and electronic media
prepared.
The Campaign Concept
Based on current awareness levels and preferred a further analysis of the
target groups and taking into account the structure of the Cyprus economy
these groups have been further differentiated and specific campaign elements
designed to target for instance directly important subsectors like tourism. Each
target group is approached individually using different headings but keeping
within the basic layout of the campaign adding to colour, layout and tone of
voice.
The concept of the campaign is showing a simple, almost cartoonish way of
analysing a home, an office or a hotel and factory for energy efficiency
potentials. In the campaign these premises are checked like at the hospital by
a fictional “measuring tool” to reveal that there are ways to fix “problems” and
offer remedies for saving energy and money. For consumers who need
recognisable simple elements this tool creates an easy understanding of the
process and shows that concrete measures can and need to be undertaken to
replace inefficient appliances, improve the building envelope or industrial
processes thus saving energy and the environment.
38 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 2: Measuring tool
The images used are lineart models of main energy consumers in the different
sectors. These linearts allow for the flexibility to change colours, items such as
for instance air conditioning units, furniture or external walls if the need
arises. At the same time they allows for highlighting specific spots on the ad
with the use of colour.
The tone of voice of the headlines and text are very simple and to the point
allowing the layout to be different yet very informative. The campaign focuses
both on the exterior and interior of the structures and can be targeted to each
and every specific medium of exposure.
This creates an easy to relate to layout, an informative portrayal of how
energy saving potentials can be identified and realised. Colours used relate to
the Energy Efficiency Label adding emphasis to understand the real meaning
of it anywhere the consumer comes into contact with.
The applications of such a campaign with its simplicity in messaging, straight
forward visuals and fresh colours can be endless. This creates a uniform
appearance and starts building a brand of energy saving across all media and
platforms.
39 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 3: “Diagnostic” in households
40 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 4: “Diagnostic” in the service sector
41 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 5: “Diagnostic” in industry sector
42 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Visual branding
A specialised “Save Energy, Save Money” icon has been created to give the
campaign an easy recognisable visual layout to the target groups wherever it
appears. It simulates the flow of energy rotating the colours of the Energy
Label and it has a fresh, clean and crisp feel to it. It is always accompanied by
the dual text “Save Energy, Save Money” and gives an environmental feel to
any layout. It can stand alone as a means of delivering the concept strapline.
Figure 6: Logo and strapline
Key messages
The campaign uses as main straplines the two simple phrases: “Save Energy,
Save Money” which is easily translated into Greek and has a strong meaning.
The text appears under the campaign icon and always works as a coherent
unit establishing brand identity. The phrases are self-descriptive and simple
and when used in a clear environment emphasize the objective. The word
money is in direct relation with what influences the masses today in Cyprus
after years of financial and economic crisis and also as a means to understand
that wasting can be costly.
Communication channels
Based on the results of chapter IV the different target groups these have been
further analysed with regard to age group, social economic status. From a
marketing perspective the most promising mass communication channels have
identified through which the target groups can be best reached.
43 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Table 4: Communication channels by target group
Sector Households Services Industry
Age group 18+ 35-54ABC1 35-54ABC1
Geographic
area
All All All
Social
economic
class
All ABC ABC
TV All TV Stations (All
series before news &
After news-movies)
All TV Stations (news &
after news movies)
All TV Stations (after
news-movies& specific
programmes)
Radio Radio Sfera, Love Fm,
Klik Fm, Kanali6, Kiss
Fm, DeeJay,
Mix,ANT,107.6,
SuperSport
Rik Trito, Radio Proto, Super Fm, Sfera Radio, Love Fm
Rik Trito, Radio Proto,
Super Fm, 107.6 Politis,
SuperSport, Kanali6
Newspapers All Newspapers All Newspapers All Newspapers
Magazines
(weekly)
All Magazines Down Town, OK Down Town
Magazines
(monthly)
- In Business, Capital
Today, Eurokerdos
In Business, Eurokerdos
Online
portals
Sigmalive, Kathimerini,
Philenews,
ilovestyle,Reporter.com
All Online All Online
Social media Facebook/Instagram Facebook/Instagram Facebook
Other Outdoor Outdoor Outdoor
Communication products
Whereas the production of concrete communication products for TV and radio
has not been part of the assignment a number of newspaper ads have been
prepared at the request of MECIT. Furthermore, based on the analysis of
existing communication products recommendations have been made for their
redesign and alignment with the new branding.
44 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 7: Sample ad
45 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 8: Unified ending for TV spots
46 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 9: New website layout (landing page)
47 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 10: New Facebook layout
48 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 11: Youtube mask
49 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Figure 12: Unitary layout for publications
Cost and operational plans
Three different media plans for campaigns of different intensity have been
developed and complemented by two additional low cost variants based on a
target amounts set by MECIT:
1. Basic
2. Standard 3. Maximum outreach 4. Target
5. Mini
Media plans 1-4 foresee a mix of ads placed on TV, radio, newspapers, online,
outdoor and social media but are varying in terms of intensity and duration.
Cost estimates vary between 74.000 EUR to 265.000 EUR (without VAT)
taking into account available discounts. Quotes have been obtained in March
and May 2017 and are subject to change. Production costs vary between
12.000 EUR and 20.000 EUR depending on campaign intensity and duration.
Whereas the Target, Basic and Standard campaign foresee only one burst of
media activity of 4-6 weeks length the Maximum outreach includes a second
but shorter burst to refresh the message and thus increasing the impact of the
communication activity. The mini campaign with a total budget relies only on
online media + one Outdoor ad and is considered the optimal mix of what can
be achieved with a nominal available budget of 10.000 EUR.
50 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
The terminology used in the media plans presented on the following pages is
explained at the outset in table 5.
Table 5: Media Plan Terminology
Terminology
Reach The number of different persons or households exposed to a particular media schedule at least once during a specified time period
Rating The percentage of different persons or households exposed to a particular TV, Radio or Press program
Gross Rating Point (GRP)
The sum of ratings delivered by a given list of media vehicles
Opportunity-To-See (OTS/Frequency)
The number of times within the specified time period that an average person or household is exposed to the message
Effective Reach (F3+) The percentage of individuals (or homes) reached by a media schedule at a given level of frequency
Share (SHR): The percentage of homes using TV (or any other medium) tuned to a particular program
Average Minute Rating (AMR)
The percentage of homes using TV (or any other medium) tuned to a particular program
Cost-Per-Rating (CPR) Cost of purchasing one rating point in broadcast media. It is also called cost/GRP
51 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Basic
MONTH GROSS NET
WEEKS % 1 8 15 22 29 5 12 19 26 3 10 17 24 31
TG: Adults 18+ /Males 35-54 ABC
TV (30') TG: 18+ (Universe 675,400) REACH % REACH (Abs.No.) SPOTS GRPs 100%
ANT1 24 154 € 48.000 €16.000 25%
MEGA 27 100 € 40.000 €10.000 15%
SIGMA 45 298 € 97.500 €19.500 30%
RIK1 57 250 € 58.500 €13.000 20%
ALPHA 17 67 € 29.250 €6.500 10%
TOTAL 80% 540.320 169 869 €273.250 €65.000 45%
RADIO (30') Age: 13-64 LISTENERSHIP AGE 13-64 Abs.No. SPOTS 100%
TRITO RIK 13,1% 74.549 168 € 18.144 €5.184 22%
RADIO PROTO 16,8% 95.201 168 € 20.664 €5.166 22%
SUPER FM 14,4% 81.799 168 € 17.640 €4.410 19%
RADIO SFERA 14,5% 82.265 168 € 20.160 €3.024 13%
LOVE FM 10,6% 60.023 168 € 15.120 €1.650 7%
KLIK FM 10,4% 58.755 168 € 15.120 €1.680 7%
KANALI 6 10,6% 78.091 160 € 2.400 €2.190 9%
TOTAL 1168 €109.248 €23.304 16%
NEWSPAPERS (HP CL) Age: 13+ READERSHIP INSERTIONS 100%
PHILELEFTHEROS (Sun) 103.804 3 € 5.400 €4.320 34% HP HP HP HP HP
POLITIS (Sun) 31.286 3 € 3.578 €2.862 23% HP HP HP HP HP HP
POLITIS (Wed) 28.232 1 € 720 €0 0% HP HP HP HP HP HP
SIMERINI (Sun) 18.339 3 € 3.276 €2.621 21% HP HP HP HP HP
KATHIMERINI (Sun) 12.953 2 € 3.132 €2.800 22% HP HP HP HP HP
TOTAL 12 € 16.106 € 12.603 9%
MAGAZINES WEEKLY (FP CL) Age: 13+ READERSHIP INSERTIONS 100%
OK (Sun) 83.126 3 € 3.900 €3.120 33% FP FP FP FP FP FP
DOWN TOWN (Sun) 119.623 3 € 3.750 €2.625 28% FP FP FP FP FP
HELLO (Sat) 109.152 2 € 3.000 €2.100 22% FP FP FP FP FP
BEAUTYFUL PEOPLE (Sun) 44.745 2 € 2.200 €1.500 16% FP FP FP FP FP FP
TOTAL 10 € 12.850 € 9.345 6%
MAGAZINES MONTHLY (FP Colour) Age: 13+ READERSHIP INSERTIONS 100%
IN BUSINESS 28.520 1 € 1.200 €1.080 53%
CAPITAL TODAY NEW 1 € 1.200 €960 47%
TOTAL 2 € 2.400 € 2.040 1%
ONLINE (Analytics - March 2017) UNIQUE USERS/MON. PAGEVIEWS/MON. IMPR. 100%
SIGMALIVE (300X250, 250X250) 990.859 10.850.423 1.000.000 € 5.000 €3.750 20%
KATHIMERINH/24SPORTS (300X250, 200X200) 104,527/ 139,097 1,468,547/ 4,101,303 1.000.000 € 2.500 €2.500 13%
KATHIMERINH (Skins) N.A N.A 5 days € 2.000 €0 0%
PHILENEWS (Banner 300X250) 547.795 3.965.707 800.000 € 2.600 €2.080 11%
INBUSINESSNEWS.COM (Banner 300X250) 250000(Avg) 1250000(Avg) Rotating € 2.250 €1.620 9%
INBUSINESS TV (Interview) N.A N.A n.a. € 500 €0 0%
INBUSINESS NEWSLETTER (Banner 468X60) 5weeks N.A N.A n.a. € 2.250 €1.620 9%
CYPRUSTIMES.COM (Banner 300X250) 311.885 2.336.579 700.000 € 2.100 €1.190 6%
CYPRUSTIMES.COM (Skins 2 days - 120X700) N.A N.A n.a. € 300 €0 0%
PROTATHLIMA.COM (Banner 300X250) 171.326 4.297.534 750.000 € 2.250 €1.275 7%
PROTATHLIMA.COM (Skins 2 days - 120X700) N.A N.A n.a. € 300 €0 0%
KERKIDA.NET (Banner 300X250) 59.096 1.525.316 1.300.000 € 4.680 €2.860 15%
KERKIDA.NET (Skins 3 days - 160X600) 310.579 11.511.108 n.a € 720 €0 0%
OFFSITECY.C0M (Banner 300X250) N.A N.A 350.000 € 1.260 €770 4%
OFFSITECY.C0M (Skins 1 days - 160X600) 363.443 2.150.039 n.a € 240 €0 0%
POLITISNEWS (Banner 300X250) 362.479 3.217.419 600.000 € 2.700 €1.350 7%
TOTAL 6.500.000 € 31.650 €19.015 13%
SOCIAL MEDIA Months 100%
FACEBOOK/INSTAGRAM CAMPAIGN 1 € 1.200 €1.200 100%
TOTAL 1 € 1.200 €1.200 1%
OUTDOOR (City Pisa 3X4) LOCATIONS 100%
Nicosia 8 € 10.400 €4.000 32%
Limassol 8 € 10.400 €4.000 32%
Larnaca 5 € 6.500 €2.500 20%
Pafos 4 € 5.200 €2.000 16%
TOTAL 25 € 32.500 € 12.500 9%
TOTAL MEDIA € 479.204 € 145.007
Financial and Operational Plan (Basic)
MAY JUNE JULY
52 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Production Costs (Basic)
Production Cost for Tv
Qty: 4 spots @€2000 €8.000
Design & Preparation Ready for Print for Newspapers, Magazines, Web Banners & Outdoor
Price: €3.500
Agency Fee for Social Media(Facebook & Instagram)
Price: €240
Ad Serving Cost for portals
Price: €1.600
Printing & Installation Cost for Pisas
Price: €3.750
Total €17.090
53 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Standard
MONTH GROSS NET
WEEKS % 1 8 15 22 29 5 12 19 26 3 10 17 24 31
TG: Adults 18+ /Males 35-54 ABC
TV (30') TG: 18+ (Universe 675,400) REACH % REACH (Abs.No.) SPOTS GRPs 100%
ANT1 35 221 € 71.750 €20.500 25%
MEGA 33 117 € 49.200 €12.300 15%
SIGMA 62 407 € 136.667 €24.600 30%
RIK1 72 304 € 73.800 €16.400 20%
ALPHA 23 87 € 39.360 €8.200 10%
TOTAL 85% 574.090 225 1.137 €370.777 €82.000 41%
RADIO (30') Age: 13-64 LISTENERSHIP AGE 13-64 Abs.No. SPOTS
TRITO RIK 13,1% 74.549 168 € 18.144 €5.184
RADIO PROTO 16,8% 95.201 168 € 20.664 €5.166
SUPER FM 14,4% 81.799 168 € 17.640 €4.410
RADIO SFERA 14,5% 82.265 168 € 20.160 €3.024
KISS FM 7,8% 44.443 168 € 15.120 €2.268
LOVE FM 10,6% 60.023 168 € 15.120 €1.650
DEEJAY 7,1% 40.117 168 € 7.560 €1.050
MIX FM 9,6% 54.274 168 € 10.080 €1.350
KLIK FM 10,4% 58.755 168 € 15.120 €1.680
KANALI 6 13,8% 78.091 160 € 2.400 €2.190
SUPER SPORT FM 9,9% 56.028 168 € 10.080 €1.800
107.6 POLITIS 6,3% 36.008 168 € 10.080 €1.176
TOTAL 2008 €162.168 €30.948 15%
NEWSPAPERS (HP CL) Age: 13+ READERSHIP INSERTIONS
PHILELEFTHEROS (Sun) 103.804 4 € 7.200 €5.760 HP HP HP HP HP HP
PHILELEFTHEROS (Wed) 67.279 1 € 1.200 €0 HP HP HP HP HP HP
POLITIS (Sun) 31.286 4 € 4.770 €3.816 HP HP HP HP HP HP HP
POLITIS (Wed) 28.232 1 € 720 €0 HP HP HP HP HP HP HP
SIMERINI (Sun) 18.339 3 € 3.276 €2.621 HP HP HP HP
KATHIMERINI (Sun) 12.953 3 € 4.698 €3.993 HP HP HP HP HP HP
EKONOMIKI KATHIMERINI (Wed) N.A 2 € 2.400 €2.040 FP HP HP HP HP
ALITHIA (Sun) 8.095 2 € 2.385 €1.908 HP HP HP HP
HARAVGI (Sun) 21.102 2 € 2.160 €1.728 HP HP HP HP HP HP HP
TOTAL 22 € 28.809 € 21.866 11%
MAGAZINES WEEKLY (FP CL) Age: 13+ READERSHIP INSERTIONS
DOWN TOWN (Sun) 119.623 5 € 6.250 €3.500 FP FP FP FP FP FP FP FP FP
OK (Sun) 83.126 3 € 3.900 €3.120 FP FP FP FP FP
HELLO (Sat) 109.152 2 € 3.000 €2.100 FP FP FP FP FP FP
BEAUTYFUL PEOPLE (Sun) 44.745 2 € 2.200 €1.500 FP FP FP FP
TOTAL 12 € 15.350 € 10.220 5%
MAGAZINES MONTHLY (FP Colour) Age: 13+ READERSHIP INSERTIONS
IN BUSINESS 28.520 1 € 1.200 €1.080
CAPITAL TODAY NEW 1 € 1.200 €960
TOTAL 2 € 2.400 € 2.040 1%
ONLINE (Analytics - March 2017) UNIQUE USERS/MON. PAGEVIEWS/MON. IMPR.
SIGMALIVE (300X250, 250X250) 990.859 10.850.423 1.200.000 € 6.000 €4.200
ILOVESTYLE (300X250) 150.292 1.134.177 350.000 € 1.750 €1.225
CAPITAL.COM.CY (300X250) 43.002 166.347 Rotating € 2.000 €1.400
CAPITAL.COM.CY Newsletter (468X60) N.A N.A Rotating € 1.200 €0
KATHIMERINH/24SPORTS (300X250, 200X200) 104,527/ 139,097 1,468,547/ 4,101,303 1.300.000 € 3.250 €3.250
KATHIMERINH (4 Skins 160X 800) N.A N.A 4 days € 2.000 €0
24Sports (4 Skins 160X 800) N.A N.A 4 days € 2.000 €0
PHILENEWS (Banner 300X250) 547.795 3.965.707 1.200.000 € 3.000 €2.400
TOTHEMAONLINE.COM.CY 405.887 3.220.645 800.000 € 1.600 €1.200
INBUSINESSNEWS.COM (Banner 300X250) 250000(Avg) 1250000(Avg) Rotating € 2.700 €2.025
INBUSINESS NEWSLETTER (Banner 468X60) N.A N.A 6 Weeks € 2.700 €2.025
REPORTER.COM.CY (728X90) 430.673 3.349.447 800.000 € 2.400 €1.890
CYPRUSTIMES.COM (Banner 300X250) 311.885 2.336.579 700.000 € 2.100 €1.190
CYPRUSTIMES.COM (Skins 2 days - 120X700) N.A N.A n.a. € 300 €0
PROTATHLIMA.COM (Banner 300X250) 171.326 4.297.534 750.000 € 2.250 €1.275
PROTATHLIMA.COM (Skins 2 days - 120X700) N.A N.A n.a. € 300 €0
STOCKWATCH (300X100) 59.096 1.525.316 n.a. € 3.163 €2.350
KERKIDANET (300X250) 310.579 11.511.108 1.500.000 € 5.400 €3.000
KERKIDA.NET (Skins 4 days - 160X600) N.A N.A n.a € 960 €0
OFFSITECY.C0M (300X250) 363.443 2.150.039 500.000 € 1.800 €1.000
OFFSITECY.C0M (Skins 2 days - 160X600) N.A N.A n.a € 480 €0
POLITISNEWS (300X250) 362.479 3.217.419 750.000 € 3.375 €1.688
Programmatic 6.000.000 € 2.280 € 2.280
TOTAL 15.850.000 € 53.008 €32.398 16%
SOCIAL MEDIA Months
FACEBOOK/INSTAGRAM CAMPAIGN 1 € 1.500 €1.500
TOTAL 1 € 1.500 €1.500 1%
OUTDOOR (City Pisa 3X4)
Nicosia 8 € 10.400 €6.000
Limassol 8 € 10.400 €6.000
Larnaca 5 € 6.500 €3.750
Pafos 4 € 5.200 €3.000
TOTAL 0 € 32.500 € 18.750 9%
TOTAL MEDIA € 666.512 € 199.721 100%
Financial and Operational Plan (Standard)
MAY JUNE JULY
54 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Production Costs (Standard)
Production Cost for Tv
Qty: 4 spots @€2000 €8.000
Design & Preparation Ready for Print for Newspapers, Magazines, Web Banners & Outdoor
Price: €4.000
Agency Fee for Social Media(Facebook & Instagram)
Price: €300
Ad Serving Cost for portals
Price: €2.600
Printing & Installation Cost for Pisas
Price: €3.750
Total €18.650
55 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Maximum outreach
MONTH GROSS NET
WEEKS % 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30
TG: Adults 18+ /Males 35-54 ABC
TV (30') TG: 18+ (Universe 675,400) REACH % REACH (Abs.No.) SPOTS GRPs 100%
ANT1 43 275 € 87.500 €25.000 25%
MEGA 45 167 € 67.500 €15.000 15%
SIGMA 81 550 € 176.471 €30.000 30%
RIK1 98 417 € 100.000 €20.000 20%
ALPHA 29 111 € 50.000 €10.000 10%
TOTAL 88% 594.352 295 1.519 €481.471 €100.000 38%
RADIO (30') Age: 13-64 LISTENERSHIP AGE 13-64 Abs.No. SPOTS
TRITO RIK 13,1% 74.549 252 € 27.216 €6.804
RADIO PROTO 16,8% 95.201 252 € 30.996 €6.199
SUPER FM 14,4% 81.799 252 € 30.240 €6.048
RADIO SFERA 14,5% 82.265 275 € 33.000 €4.536
KISS FM 7,8% 44.443 275 € 24.750 €3.402
LOVE FM 10,6% 60.023 252 € 22.680 €2.640
DEEJAY 7,1% 40.117 252 € 11.340 €1.680
MIX FM 9,6% 54.274 252 € 15.120 €2.160
KLIK FM 10,4% 58.755 252 € 22.680 €2.016
ANTENNA FM 10,5% 59.666 252 € 30.240 €6.720
KANALI 6 13,8% 78.091 312 € 4.680 € 3.900
107.6 POLITIS 6,3% 36.008 168 € 10.080 €1.176
SUPER SPORT FM 9,9% 56.028 252 € 15.120 €2.640
TOTAL 3298 €278.142 €49.921 19%
NEWSPAPERS (HP CL) Age: 13+ READERSHIP INSERTIONS
PHILELEFTHEROS (Sun) 103.804 5 € 9.000 €7.200 HP HP HP HP HP HP
PHILELEFTHEROS (Wed) 67.279 2 € 2.400 €0 HP HP HP HP HP HPHP HP
POLITIS (Sun) 31.286 5 € 5.963 €4.770 HP HP HP HP HP HP
POLITIS (Wed) 28.232 2 € 1.440 €0 HP HP HP HP HP HP HP HP
SIMERINI (Sun) 18.339 4 € 4.368 €3.494 HP HP HP HP HP HP
KATHIMERINI (Sun) 12.953 4 € 6.264 €5.008 HP HP HP HP HP HP
EKONOMIKI KATHIMERINI (Wed) N.A 2 € 2.400 €2.040 HP HP
ALITHIA (Sun) 8.095 2 € 2.385 €1.908 HP HP HP HP HP
HARAVGI (Sun) 21.102 2 € 2.160 €1.728 HP HP HP HP
FINANCIAL MIROR (Wed) ENG 333 2 € 1.846 €1.080 HP HP
THE CYPRUS WEEKLY (Fri) ENG 8.092 2 € 1.400 €1.120 HP HP
SUNDAY MAIL (Sun) ENG 1.492 2 € 1.800 €1.260 HP HP HP
TOTAL 34 € 41.426 € 29.608 11%
MAGAZINES WEEKLY (FP CL) Age: 13+ READERSHIP INSERTIONS
OK (Sun) 83.126 5 € 6.500 €4.875 FP FP FP FP FP FP FP FP FP FP FP
DOWN TOWN (Sun) 119.623 6 € 7.500 € 4.375 FP FP FP FP FP FP FP FP FP FP FP
DOWN TOWN (Advertorial) 119.623 1 € 1.250 € 0 FP FP FP FP FP FP FP FP FP FP FP FP
HELLO (Sat) 109.152 5 € 7.500 € 4.200 FP FP FP FP FP FP FP FP FP
BEAUTYFUL PEOPLE (Sun) 44.745 4 € 4.400 €2.600 FP FP FP FP FP FP FP FP FP
TOTAL 21 € 27.150 € 16.050 6%
MAGAZINES MONTHLY (FP Colour) Age: 13+ READERSHIP INSERTIONS
IN BUSINESS 28520 2 € 2.400 €2.040
IN BUSINESS Advertorial 28520 1 € 1.200 €0
CAPITAL new 2 € 2.400 €1.920
EUROKERDOS N.A 1 € 1.200 €600
TOTAL 6 € 7.200 € 4.560 2%
ONLINE (Analytics - March 2017) UNIQUE USERS/MON. PAGEVIEWS/MON. IMPR.
SIGMALIVE (300X250, 250X250) 990,859 10.850.423 1.800.000 € 9.000 €5.850
SIGMALIVENewsletter (468X60) One Month N.A N.A n.a € 2.400 €0
ILOVESTYLE (300X250) 150.292 1.134.177 450.000 € 2.250 €1.463
CAPITAL.COM.CY (300X250) 43.002 166.347 Rotating € 4.500 €2.925
CAPITAL.COM.CY Newsletter (468X60) One Month N.A N.A n.a € 1.200 €0
KATHIMERINH/24SPORTS (300X250, 200X200) 104,527/ 139,097 1,468,547/
4,101,3031.800.000 € 4.500 €4.500
KATHIMERINH (8 Skins 160X 800) N.A N.A 8 days € 3.200 €0
24Sports (8 Skins 160X 800) N.A N.A 8 days € 3.200 €0
PHILENEWS (Banner 300X250) 547.795 3.965.707 1.600.000 € 4.000 €3.200
TOTHEMAONLINE.COM.CY (Banner 300X250) 405.887 3.220.645 1.500.000 € 3.000 €2.100
INBUSINESSNEWS.COM (Banner 300X250) 250000(Avg) 1250000(Avg) Rotating € 4.050 €2.678
INBUSINESS NEWSLETTER (Banner 468X60) 5 weeks N.A N.A n.a € 2.250 €1.530
REPORTER.COM.CY (728X90) 430.673 3.349.447 1.800.000 € 5.400 €4.320
REPORTER.COM.CY NEWSLETTER (Banner 468X60) 1 month N.A N.A n.a € 1.600 €0
CYPRUSTIMES.COM (Banner 300X250) 311.885 2.336.579 1.500.000 € 4.500 €2.250
CYPRUSTIMES.COM (Skins 4 days - 120X700) N.A N.A n.a. € 300 €0
PROTATHLIMA.COM (Banner 300X250) 171.326 4.297.534 1.500.000 € 4.500 €2.250
PROTATHLIMA.COM (Skins 4 days - 120X700) N.A N.A n.a. € 300 €0
STOCKWATCH (300X100) 59.096 1.525.316 n.a. € 4.734 €3.000
KERKIDANET (Banner 300X250) 310.579 11.511.108 2.500.000 € 9.000 €4.500
KERKIDA.NET (Skins 6 days - 160X600) N.A N.A n.a € 1.440 €0
OFFSITECY.C0M (Banner 300X250) 363.443 2.150.039 1.000.000 € 3.600 €1.800
OFFSITECY.C0M (Skins 4 days - 160X600) N.A N.A n.a € 960 €0
OFFSITECY.C0M NEWSLETTER (One month - 305x77) N.A N.A n.a € 960 €0 `
POLITISNEWS 362.479 3.217.419 1.100.000 € 4.950 €2.200
Programmatic 10.000.000 € 3.800 € 3.800
TOTAL 26.550.000 € 89.594 €48.365 18%
SOCIAL MEDIA Months
FACEBOOK/INSTAGRAM CAMPAIGN 1 € 2.500 €2.500
TOTAL 1 € 2.500 €2.500 1%
OUTDOOR (City Pisa 3X4)
Nicosia 10 € 13.000 €5.000
Limassol 8 € 10.400 €4.000
Larnaca 5 € 6.500 €2.500
Pafos 4 € 5.200 €2.000
TOTAL 0 € 35.100 € 13.500 5%
TOTAL MEDIA € 962.582 € 264.505 100%
Financial and Operational Plan (Maximum Outreach)
MAY JUNE JULY AUGUST SEPTEMBER OCTOBER
56 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Production Costs (Maximum Outreach)
Production Cost for Tv
Qty: 4 spots @€2000 €8.000
Design & Preparation Ready for Print for Newspapers, Magazines, Web Banners & Outdoor
Price: €4.500
Agency Fee for Social Media(Facebook & Instagram)
Price: €500
Ad Serving Cost for portals
Price: €3.600
Printing & Installation Cost for Pisas
Price: €4.050
Total €20.650
57 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Target
MONTH GROSS NET %
WEEKS 5 12 19 26
TG: Adults 18+ /Males 35-54 ABC
TV (30') TG: 18+ (Universe 675,400) REACH % REACH (Abs.No.) GRPs SPOTS 100%
ANT1 192 29 € 60.000 €20.000 49%
SIGMA 377 56 € 123.529 €21.000 51%
TOTAL 70% 472.780 570 86 €183.529 €41.000 56%
RADIO (30') Age: 13-64 LISTENERSHIP % Abs.No. SPOTS 100%
RADIO PROTO 16,8% 95.201 84 € 10.332 €2.583 30%
SUPER FM 14,4% 81.799 84 € 8.820 €2.205 26%
RADIO SFERA 14,5% 82.265 84 € 10.080 €1.512 18%
LOVE FM 10,6% 60.023 84 € 7.560 €924 11%
KANALI 6 10,6% 78.091 84 € 1.260 € 1.260 15%
TOTAL 420 €38.052 €8.484 12%
NEWSPAPERS (HP CL) Age: 13+ READERSHIP INSERTIONS 100%
PHILELEFTHEROS (Sun) 103.804 2 € 3.600 €2.880 40% HP HP HP HP
POLITIS (Sun) 31.286 2 € 2.385 €1.908 27% HP HP HP HP
SIMERINI (Sun) 18.339 2 € 3.400 €2.380 33% HP HP HP HP
TOTAL 6 € 9.385 € 7.168 10%
MAGAZINES WEEKLY (FP CL) Age: 13+ READERSHIP INSERTIONS 100%
OK (Sun) 83.126 2 € 2.600 €1.950 38% FP FP
DOWN TOWN (Sun) 119.623 2 € 2.500 €1.750 34% FP FP FP
BEAUTYFUL PEOPLE (Sun) 44.745 2 € 2.200 €1.500 29% FP FP
TOTAL 6 € 7.300 € 5.200 7%
ONLINE (Analytics - March 2017) UNIQUE USERS PAGEVIEWS IMPR. 100%
SIGMALIVE (300X250, 250X250) 990.859 10.850.423 600.000 € 3.000 €2.250 22%
KATHIMERINH/24SPORTS (300X250, 200X200) 104,527/ 139,097 1,468,547/ 4,101,303 450.000 € 1.125 €1.125 11%
PHILENEWS (Banner 300X250) 547.795 3.965.707 500.000 € 1.625 €1.300 13%
INBUSINESSNEWS.COM (Banner 300X250) 250,000(Avg) 1,250,000(Avg) Rotating € 1.350 €1.350 13%
CYPRUSTIMES.COM (Banner 300X250) 311.885 2.336.579 500.000 € 1.500 €850 8%
CYPRUSTIMES.COM (Skins 2 days - 120X700) N.A N.A n.a. € 300 €0 0%
PROTATHLIMA.COM (Banner 300X250) 171.326 4.297.534 500.000 € 1.500 €850 8%
PROTATHLIMA.COM (Skins 2 days - 120X700) N.A N.A n.a. € 300 €0 0%
KERKIDA.NET (Banner 300X250) 59.096 1.525.316 600.000 € 2.160 €1.320 13%
KERKIDA.NET (Skins 3 days - 160X600) 310.579 11.511.108 n.a € 720 €0 0%
OFFSITECY.C0M (Banner 300X250) N.A N.A 250.000 € 900 €550 5%
OFFSITECY.C0M (Skins 1 days - 160X600) 363.443 2.150.039 n.a € 240 €0 0%
POLITISNEWS (Banner 300X250) 362.479 3.217.419 350.000 € 1.575 €788 8%
TOTAL 3.750.000 € 16.295 €10.383 14%
SOCIAL MEDIA Months 100%
FACEBOOK/INSTAGRAM CAMPAIGN 1 € 1.200 €1.200 100%
TOTAL 1 € 1.200 €1.200 2%
TOTAL MEDIA € 255.761 € 73.435
Financial and Operational Plan (Target)
JUNE
58 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Production Costs (Target)
Production Cost for Tv
Qty: 4 spots @€2000 €8.000
Design & Preparation Ready for Print for Newspapers, Magazines, Web Banners
Price: €3.000
Agency Fee for Social Media(Facebook & Instagram)
Price: €240
Ad Serving Cost for portals
Price: €900
Total €12.140
Mini
CATEGORY PERIOD MEDIA SIZES IMPRESSIONS GROSS DISCOUNT NET
Online 01.06- 30.06 Sigmalive.com 300X250pix. / 200X200pix. 1.000.000 € 5.000,00 € 1.250,00 € 3.750,00
Online 01.06- 30.07 Philenews 300X250pix. / 200X200pix. 800,000 € 2.600,00 € 520,00 € 2.080,00
Social Media 01.06- 31.12 Facebook ad 610X600pix boost, 800x300 65.000 per month* € 1.400,00 € 0,00 € 1.400,00
Outdoor-Super Ad 01.06- 30.06
Highway Billboard Πρίν το Διχαλι Για
Εισοδο Λάρνακας ή Λεμεσου9x3cm 1.193.000 € 1.025,00 € 375,00 € 650,00
Renting & Installation € 540,00 € 0,00 € 540,00
TOTAL € 10.565,00 € 2.145,00 € 8.420,00
Financial and Operational Plan (Mini)
59 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
V.I.I Building-up measures – targeted information and follow-up activities
Whereas a broad mass-media based campaign is creating/refreshing an initial
awareness and shaking-up the target audience it must be complemented by
additional communication products disseminated through various channels to
the different target groups and also with a longer time-horizon. The line
between awareness raising in a narrow sense and legislative (e.g. adaptation
of energy labels) and technical measures (rollout of smart meters) or capacity
building (on-training of service providers along the EE value chain) at some
points become blurred.
The present report thus keeps a focus on different soft measures primarily
aiming at providing and disseminating information or exerting social influence.
Structure and content of such measures is briefly sketched out and where
possible indication of expected costs and the potential outreach are given.
These measures can in most cases be implemented independent from each
other and the final mix aligned to political priorities and available public
resources.
Working out the detailed concept of these communication products is beyond
the scope of this study but will need to be made in close collaboration with the
relevant stakeholders. Given the scarcity of public funds additional technical
assistance from SRSS/SRSP but also Structural Funds or Horizon 2020 should
be sought for implementation of different measures.
60 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Table 6: Overview of proposed “Build-up” measures
No. Measure Target group(s) Timing 4 Priority
level
Estimated
budget (EUR)
1 Website Households, business,
municipalities
Short-term (and
before launch of
the campaign)
XXX From 2.000
2 Energy Efficiency Information
Centres
Households, business Mid-term XX 500.000 annually
(in 4 major
cities)
3 Energy Efficiency Helpdesk Households, business Short-term (and
before launch of
the campaign)
XX 100.000 EUR
annually
4 Leaflets, brochures, guidebooks
etc.
Households, business,
municipalities
Continuously XXX Varies
5 Energy Efficiency Networks Business Mid-term X-XX 50.000 annually
(Secretariat)
6 Targeted events for services
and business sectors
Households, business,
municipalities
Mid-term XXX Varies
7 Targeted events for citizens Households Mid-term XX Varies
4 Short-term = 2017, Mid-term = until 2020, long-term = post 2020
61 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
8 On the spot energy-checks Households Mid-term X-XX Varies
9 Electronic tools for calculation
of energy savings
Households Mid-term XX Varies
10 Energy days in municipalities
and communes
Households,
municipalities
Mid-term XX-XXX Varies
11 Pupils’ education Schoolchildren Mid-term XX Varies
12 Sustainable Mobility Households (business) Mid-term XX - XXX Varies
13 Building media relationships Journalists Short-term XXX Marginal
62 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 1 Website on Energy Efficiency Priority: high
-
-
-
-
Primary target group:
Households, business, local
government
Potential Outreach:
up to 0,67 Mio. (adult
population)
Duration:
permanent
Initial costs:
Programming costs from 2.000
EUR onwards (basic website
without additional features)
Costs for structure and content
development
Running costs:
~ 10-20% Technical
administrator (or
subcontracted)
~ 20% content manager
~ content developed from
Policy Officers (or
subcontracted)
63 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
-
-
-
-
-
-
-
-
-
-
-
Outreach indicator:
Monthly/yearly clicks
Downloads of publications
64 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 2 Energy Efficiency Information Centres Priority: medium
-
-
-
-
-
-
-
-
Primary target group:
Households, business
Potential outreach:
City and adjacent municipalities
(up to 4 for Cyprus)
Duration:
Initial period 2 years
Initial costs (EUR):
~ 5.000 per centre for basic
equipment
Demonstration objects to be
sponsored from industry
Running costs:
500.000 EUR p.a.5
Outreach indicator:
Monthly/yearly visitors
5 Rough cost estimate for 4 centres in major Cyprus cities with 10-12 staff in total and modest budget for activities (Zangheri,
2016).
65 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
66 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 3 (in combination
with 1 and 2)
Energy Efficiency Helpdesk Priority: medium
Primary target group:
Households, business
Potential outreach:
Open to whole population but
processed queries depends on
available staff
Duration:
permanent
Initial costs:
Office equipment
Running costs (EUR):
30.000 during the media
campaign (up to 10 staff for up
to 2 months)
100.000 annually (min. 3 staff
+ office space and technical
equipment)
Outreach indicator:
Monthly/yearly calls
67 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 4 (in combination
with all other)
Leaflets, brochures and other information material Priority: high
-
-
-
-
-
-
Primary target group:
Different target groups
Potential outreach:
Varies
Duration:
Continuous
Initial costs:
Varies
Running costs:
Marginal
Outreach indicator:
Distributed/downloaded
publications
68 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 5 Energy Efficiency Networks Priority: low-medium
Primary target group:
Services and industry
Potential outreach:
8-10 companies per network
Duration:
2 years
Initial costs:
Concept development,
marketing
Running costs:
50.000 EUR annually (staff
costs for 1 project manager
and 0,5 admin) + cost for
annual meeting)
Outreach indicator:
Overall savings achieved by the
network
# networks
# participating firms
69 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 6 Targeted events for services and industry sectors Priority: high
Primary target group:
Services and industry
Potential outreach:
Few hundred to few thousand
people depending on number of
events
Duration:
Continuously
Initial costs:
Conceptualisation and
development of training
materials
Running costs:
Expected to be borne mainly be
businesses
Outreach indicator:
# of events
# of participants
70 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 7 (alternative to 2
and 3)
Targeted events for citizens Priority: medium
-
-
-
Primary target group:
Households
Potential outreach:
10-50 people per evening
event.
30-80 people /day per advisor
and information stand
Duration:
1 day
Initial costs:
Initial training of advisors
Booth, information material
Running costs:
Staff and travel costs
Outreach indicator:
# participants in lectures
# consultations during public
events
71 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 8 On-the-spot energy check Priority: low - medium
Primary target group:
Households
Potential uutreach:
Up to 3 individual households
upon appointment per
advisor/day
Duration:
~ 2 hours
Initial costs:
Conceptual design,
training/selection of suitable
experts
Running costs:
Programme administration
costs
Expert fees
Outreach indicator:
# households visited
# energy saving measures
implemented (ex-post
evaluation)
72 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 9 Electronic tools for calculation of energy savings Priority: medium
-
-
-
-
Primary target group:
Citizens
Potential outreach:
Primarily homeowners
Duration:
Continuous
Initial costs:
Varies
Running costs:
None
Outreach indicator:
# calculations performed with
different tools
73 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 10 Energy days in municipalities and communes Priority: medium
-
-
-
-
-
Primary target group:
Citizens and SME
Potential outreach:
Population of the
municipality/commune
Duration:
Once a year
Initial costs:
Depending on activities
Running costs:
None
Outreach indicator:
# of events
# of participants
74 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 11 Pupils’ education Priority: medium-high
-
-
-
-
Primary target group:
Schoolchildren
Potential outreach:
Depends on age groups and no.
of schools targeted
Duration:
Continuous
Initial costs:
Depends on activities
Running costs:
Depends on activities
Success indicator:
To be defined per measure
75 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 12 Sustainable mobility Priority: medium-high
-
-
-
-
Primary target group:
Citizens, professional drivers
Potential outreach:
Up to 0,67 Mio. (adult
population)
Duration:
Depending on activities
Initial costs:
Depending on activities
Running costs:
Depending on activities
Success indicator:
# of events
# of participants
76 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
No. 13 Building media partnerships Priority: medium-high
-
-
-
-
Primary target group:
Indirectly households (and
business)
Potential outreach:
Indirectly up to 0,67 Mio (adult
population)
Duration:
Few days before start of the
campaign
Over many months in case of
thematic weeks on TV
Initial costs:
Moderate staff resources for
conceptualising, preparation
and implementation of
measures. Substantial staff
resources for thematic weeks
and other formats.
Running costs:
-
Success indicator:
# TV features, articles and
other formats produced
Measured through newspaper
clipping and TV monitoring
77 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
V.II Monitoring
The introduction of an effective monitoring scheme to evaluate the impact, outreach and effectiveness of policies often the weakest parts of dissemination
activities in Member States. For monitoring the effectiveness of the proposed campaign the following three dimensions of effectiveness of the campaign are
distinguished.
Figure 13: Dimensions of effectiveness
V.II.I Energy savings triggered by the campaign
Research has shown that information campaigns can induce savings of 1-2%
among the target groups reached (Dahlbom, Greer, Egmond, & Jonkers,
2009). Though verifying possible savings through awareness raising and
information campaigns is very difficult since such campaigns vary a lot in
scope and intensity and default values are thus difficult to define. Within the
Horizon 2020 project multEE-facilitating multi-level governance for energy
efficiency an attempt to define bottom-up formula to measure the effect of
such campaigs has been developed that can be used for monitoring and
reporting purposes (Jamek, Pickl, Tretter, & Böck, 2016). This formula for
bottom-up calculation of energy savings can also be used for reporting
deemed savings on Art. 7 obligations though it would need to be ensured that
double counting is avoided especially with regard to awareness raising
activities undertaken by Art. 7 obligated parties.
78 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Bottom-up formula
Definition
TFES Total Final Energy Savings [kWh/a]
FECTG Final energy consumption of specific target group (either for
electricity or for electricity and heat) [kWh/a]
FECperson Final energy consumption of a person (either for electricity or
for electricity and heat) [kWh/a]
SQ Savings factor of the awareness raising campaign [%]
n Number of persons of a specific target group
Baseline
No awareness raising campaign has been launched.
Values:
Lifetime of the measure in years (default or project specific)
(Average) Final Energy Consumption of specific target group (either for electricity
or for electricity and heat) (default or project specific)
Final energy consumption of a person (either for electricity or for electricity and
heat) (default or project specific)
Savings factor of an awareness raising campaign (default or project specific)
Number of persons of a specific target group (project specific)
Lifetime of the measure
A default lifetime of 2 years is recommended in a draft excerpt from the
European Commission in implementation of the Energy Services Directive for
behavioral measures (European Commission without date). A project specific
value may be used if results from empirical studies are available.
Average final energy consumption of specific target groups or
a person
The final energy consumption of the specific target group or a person for
electricity and heat can be calculated based on the national energy balance.
Alternatively, this information may also be sought from energy suppliers or
regulators, the national statistical office or from empirical studies.
Savings factor of information campaigns
79 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Since there are no empirical values at hand for Cyprus findings is
recommended to the findings from the behave project as a reference and set a
value between 1 and 2% depending on the final scope and intensity of the
campaign (Dahlbom, Greer, Egmond, & Jonkers, 2009).
Based on the bottom-up (BU) formulas which were developed under the
Energy Efficiency Obligation Scheme in Greece a variation of the above
formula is proposed.
Bottom-up formula
Definition
TFES Total Final Energy Savings [kWh/a]
FECunit Average final energy consumption of specific target group
(either household in residential sector or employ in tertiary sector) [kWh/a]
SQ Savings factor of the awareness raising campaign [%]
n Number of household in residential sector or employ in
tertiary sector
Saffected Affected rate [%]
Baseline
No awareness raising campaign has been launched.
Values:
Lifetime of the measure in years → Suggested value: 2 years
Average final energy consumption of specific target group (either household in
residential sector or employ in tertiary sector) → Suggested source: Eurostat
data
Savings factor of the awareness raising campaign → Suggested values: 3% for
specialized information, 10% for information provided in weekly basis
Number of household in residential sector or employ in tertiary sector (project
specific)
Affected rate → Suggested to be specified through a telephone survey
80 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
V.II.II Overall indicators for measuring the effect of awareness raising campaigns
Since energy efficiency awareness campaigns usually consist of a range of
different communication product distributed through various communication
channels it is advisable to measure the aggregate effectiveness of the
campaigns in terms of increased awareness on Energy Efficiency with
aggregate indicators.
Suggested indicators
% of citizen who believe they can noticeable reduce their energy bill by
implementing energy efficiency measures
% of citizens who can name at least X specific energy saving measures
% of citizens who have been triggered by the campaign to seek further
information about how to implement energy saving measures.
% of citizens who communicate campaign’s information also to other
persons (e.g. family, friends)
% of citizens who implement some of the EE measures, which were
proposed in the campaign
Measurement
Measuring the aggregate effects of energy efficiency campaigns can be rather
costly if conducted through ex-ante and ex-post telephone surveys which are
offered by market research firms. Costs per interview are around 7.5 EUR with
a sample of 500 – 1000 to be interviewed to receive representative results.
# of interviewees
costs per interview (EUR)
Sum
ex-ante 750 7,5 5625
ex-post 750 7,5 5625
Agency fee (development of questions/evaluation) 3000
Total 14250
A less costly alternative are online or mobile phone app surveys. The latter
start from 1 EUR per interviewee. Online or app surveys usually do not involve
baseline assessment and the catalogue of questions hence rather need to be
adapted. They are usually used to measure the
- exposure to the campaign and reaching the target audience
- unaided and aided advertising awareness and message recall
- comparative impact of each advertising channel
- motivations and likelihood to take specific actions
81 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Also, online-surveys tend to reach slightly “greener” respondents which needs
to be taking into account for interpretation of the results.
V.II.III Outreach of individual measures
Mass media activities
Monitoring of mass communication activities are usually offered as part of the
package of the coordinating PR Agency. In case of engaging an external
service provider a fee of up to 5% of the total campaign costs might be
charged. Different mass media products are monitored in different ways and
with different tools:
TV
Total number of viewers exposed to a TV spot (REACH) will be monitored
during the campaign through the AGB Nielson planning software which is a
standard tool for Television ratings and can be adjusted to get the maximum
Gross Rating Points (GRPs6). At the end of the campaign, a certificate of
transmission will be issued by each TV Station. Outreach of the communication
activity will be detailed in a report to the commissioning party with the total
amount of GRPs, Opportunity-To-See (OTS7) and REACH8.
Radio
The number of listeners exposed to radio spots cannot directly be monitored
during the campaign by any tool or software. REACH must therefore be
indirectly calculated on the basis frequency of the spots and the market share
of the radio stations which can be obtained from media research firms.
Random checks on the actual airing are advised based on the media plan
provided to the radio station. At the end of the campaign a certificate of
transmission will be issued by the station and that can be cross checked with
the media plan.
Magazines and Newspapers
The number of persons exposed to ads in print media is calculated based on
the readership (distribution) provided by the publisher and the frequency of
placing the ads. The actual placement of an ad can be checked online for the
newspapers every morning.
6 GRP is the sum of rating delivered by a given list of media vehicles.
7 OTS (Frequency) – The number of times within the specific time period that an
average person or household is exposed to the message.
8 REACH is he number of different persons or households exposed to a particular
media schedule at least once during a specified time period.
82 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Social media
The expose of users to the ads on social media can be monitored instantly at
any time with real statistics and reports with the ads manager of Facebook. A
report will be provided at the end of the campaign with all the data analysis
provided by Facebook (REACH, Likes, Engagements, CPC etc.)
Web Portals
The expose on web portals can be monitored through an ad serving software
and at the end of the campaign a report will be issued from the web portal on
REACH.
Billboards
Expose of viewers to billboards is most difficult to assess. For highways
estimations can be made based on statistics from the Cyprus Statistical
Department thought the latest figures are from 2010 and thus would need to
be treated with caution. For other locations no such information is available.
Actual placement of the ad is verified for each billboard by a photo sent by the
provider of the installation.
Build-up measures
For each build-up measure in chapters V.II a specific indicator has been
defined to measure the outreach of an individual measure. They can reach
from klicks on a website, calls to a hotline, visitors to information sessions etc.
and its monitoring should become an essential part of the implementation of
each measure.
83 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
V.III Recommendations on sequencing and interaction with other measures
As it turned out during the stakeholder interviews current levels of information
among the target groups seem to be insufficient and can be raised with the
measures elaborated in more detail above. However, lack of information is
only one – and sometimes subordinated – barrier hindering investments in
energy efficiency.
Therefore, for an information campaign to reap its full effect it needs to be
embedded – content- and time-wise - into a set of policies tackling other
barriers of legal nature, providing financial incentives, mobilisation of private
capital, building capacities of professionals in the energy efficiency value chain
etc. These are elaborated in Deliverable 1.2 “An Energy Efficiency Strategy up
to 2020, 2030 and 2050 for Cyprus and possible measures to exploit its
related potential” and include inter alia measures for stimulating the market
for energy services, energy management in public buildings, voluntary
agreements in the business sector, and establishment of a dedicated Energy
Efficiency Fund. There is one critical element that should be highlighted in this
respect. Experience has shown that investments into energy efficiency
measures can hardly be triggered by raised awareness and informed market
participants alone but need to be flanked by government incentive schemes.
Given the exhausted resources in the main government support schemes
“Special Fund for RES and EE” and “I SAVE I UPGRADE” and the currently
deferred investments by the market participants in anticipation of a new
support scheme it is recommended to defer the start of the campaign until a
new support/subsidy scheme for stimulating investment in energy efficiency
has been decided on and opened. Additional campaign elements should then
be included to specifically market the new or revised instrument. Running the
campaign without operating support schemes and a basic set of “build-up”
measures risks to miss its mark and not fully achieve the expected impacts.
As short-term measures - and pending key policy decisions on financial
instruments and political priorities - the relaunch of an easy accessible website
providing practical information on energy efficiency in general and
implementing concrete measures broken down by target group and sector
should be prioritised. Furthermore, a single point of contact (functional
mailbox, hotline) for any citizen queries shall be established within MECIT and
a process defined how such requests are handled. These measures can be
realised with the modest available budget in 2017 for awareness raising. Both
measures being in place will also be a perquisite for launching the mass media
campaign. The target group triggered by the proposed mass-media campaign
will request further and more targeted information sources for their specific
needs that will need to be met.
84 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
Since the mass media campaign and also the implementation of various other
“build-up” measures will require the mobilisation of considerable amounts of
public funds it should be ensured during 2017 that the necessary budgetary
provisions for 2018 and beyond are made and prioritisation and subsequent
further elaboration of other build-up measures is made in line with the
evolving political priorities for energy efficiency. Funds from the EU Structural
Reform Support Service should be mobilised to support such efforts.
85 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
VI Annex: Mass Media Campaign
See separate PDF
86 Proposal for an Energy Efficiency Awareness Campaign in Cyprus
VII References
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Csobod, É., Grätz, M., & Szuppinger, P. (2009). Overview and analysis of
public awareness raising strategies and actions on energy savings.
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Dahlbom, B., Greer, H., Egmond, C., & Jonkers, R. (2009). Changing Energy
Behavior. Guidelines for Behavioral Change Programmes. Abgerufen am
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hange_programmes_en.pdf
Energy Efficiency Watch. (2013). Energy Efficiency in Europe. Country Report
Cyprus. Retrieved September 5, 2016, from http://www.energy-
efficiency-
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